The flagship store of Havaianas, the famous Brazilian flip-flop brand, opened in São Paulo in 2008. The 300 square meter store pays homage to Havaianas' Brazilian roots through a tropical floorplan that allows the outdoor climate to filter indoors. It proudly displays the humble origins of the brand's first flip-flops. Despite asserting its new fashion positioning, the store celebrates Havaianas' origins while showcasing over 350 products ranging in price from $5 to $140 USD. The store employs 15 staff members and uses its design to connect customers to the brand's history as a simple, Brazilian product.

1. B eyond every horizon, new horizons always rise
(Michael Ende)
The crisis under way is accentuating the polarisation between the mass of operators on the one
hand who are shy of innovating, and on the other those of a more daring and long-sighted nature
who continue to allocate resources and ideas toward renewal, and even undertake restructuring and
streamlining operations in parallel if necessary.
Retail
Investing in innovative projects at the present juncture therefore represents an even greater opportunity.
Confirming this is the wide range of projects we present in this year’s overview of retail innovations.
Thanks to our partnership with the World Retail Congress, we have been entrusted with assessing the
Research coordinated by Fabrizio Valente - Kiki Lab and Ebeltoft founder
cases competing for the Retail Innovation Award and of selecting six finalists. Despite the recession,
Innovations 6
new project ideas are being explored everywhere. (…) As always, time will determine which of these
innovative strategies will enjoy enduring success. And though these projects all got off on the right foot,
every retailer knows that success must be renewed each day. So, we wish the best of luck to those who
(like ourselves) have found inspiration from their stores.
2010
Shaping the future of retail
Innovation trends
• Socialtailing • Accessible dreams
• “I trust you” • Greentailing
• Pro-client efficiency • Liquid retail
• Glocalism • Emerging retail territories
Research coordinated by
Fabrizio Valente - Kiki Lab
Founder member of Ebeltoft
Ebeltoft is a business alliance, which was founded in 1990 and is comprised of 19 firms that have a
common, strong focus on the retail and service business, and provide consulting a wide range of services to
Retail Innovations 6
help retailers and suppliers in the retail sector remain competitive and achieve their goals. Ebeltoft members
work worldwide both for many market leaders and for important emerging local players.
Ebeltoft has been studying trends and innovations in Retail since it was founded and, since 2005, has
published the yearly report Retail Innovations that focuses on emerging trends and the most interesting
cases worldwide.
Last international surveys: The Trust Factor in Retail; N@o Consumer
For a personal presentation of the Retail Innovations research and our last international surveys please
contact your local member of Ebeltoft at : www.ebeltoftgroup.com

2. CONTENTS
Business alliance Ebeltoft .................................................................................................2
Market Environment and Trends..................................................................................3
International Cases............................................................................................. 7
Brazil Singapore
Havaianas........................................ 8
. Action City................................... 68
Food Republic.............................. 72
Canada Spain
Murale........................................... 12
. Tous................................................ 76
Danone Store.............................. 80
.
China
House of Barbie.......................... 16
. Sweden
Laxomat........................................ 84
.
France
Kbane............................................. 20 Switzerland
Chez Jean...................................... 24 Westside....................................... 88
.
Germany United Arab Emirates
Apo.take........................................ 28 Ajmal.............................................. 92
Estella Kochlust........................... 32
.
USA
Great Britain 15th Avenue................................. 96
.
National Geographic.................. 36 Office Depot..............................110
Swarovski...................................... 40
Recipease...................................... 44 WEB, France
clubatcost.com..........................104
.
India
Graavaa......................................... 48
. WEB, Great Britain
mydeco.com...............................108
Italy
Chicco Village............................... 52 WEB, USA
Diablo Rosso - Pirelli................. 56
. groupon.com..............................112
Sconto Maxi................................. 60
. zappos.com.................................116
Spazio Ambasciatori................... 64
.
Acknowledgments............................................................................................................. 120
R etail I nnovations 6

3. b u s i ness a l l i a nce e b e l to f t M a r k et E n v i r onment a n d T r en d s
Ebeltoft is a business alliance, which was founded in 1990 and is Retail thrives on change, because retailing strategy is mainly determined by the customers
comprising 19 firms that have a common, strong focus on the retail and themselves, who rapidly alter their lifestyles, preferences, and ways of shopping. Retail is also driven
service business, and provide consulting a wide range of services to help by competition, which has become increasingly transversal, and operates through a combination
retailers and suppliers in the retail sector remain competitive and achieve of physical and digital channels; services competing with products; offers coming with multiple
their goals. Ebeltoft members work worldwide both for many market leaders and for important choices (for instance, what impulse to fulfil on a grey day?), with an ever-wider access to consumer
emerging local players. Ebeltoft has been studying trends and innovations in Retail since it was
credit, and a constantly fluctuating availability. All these factors combine in determining how and
founded and, since 2005, has published the yearly report Retail Innovations that focuses on
what guarantees the “share of wallet” and, even more important today and in the future, the
emerging trends and the most interesting cases worldwide.
“share of life” that retailers can obtain from their customers. Lastly, retail involves a 360º type of
Last international surveys: The Trust Factor (2009); N@o Consumer (2009)
communication: in the store itself, in relations with customers, through websites, but also through
Main Services the grapevine, be it traditional word-of-mouth or through web blogs and social networks.
• Retail Branding • In-store Insight Retail is therefore changing daily, even if retailers are not always aware of it, perhaps because they
• Strategic Analysis and Planning • Customer Surveys
• New Concept Development • Shopper Category Management have not changed their own way of doing business. In this sense, there are basically two paths
• Multi-channel Strategies and Management • Retail Tours one can take – either succumb to change, or prompt and channel it through specific, innovative
Members of Ebeltoft work for 36 of Top 100 Retailers and 15 of Top 20 Manufacturer Brands in the world. marketing projects
Members of Ebeltoft The crisis under way is accentuating the polarisation between the mass of operators on the one
Americas hand who are shy of innovating, and on the other those of a more daring and long-sighted nature
who continue to allocate resources and ideas toward renewal, and even undertake restructuring
and streamlining operations in parallel if necessary.
Investing in innovative projects at the present juncture therefore represents an even greater
opportunity. Confirming this is the wide range of projects we present in this year’s overview
Europe of retail innovations. Thanks to our partnership with the World Retail Congress, we have been
entrusted with assessing the cases competing for the Retail Innovation Award and of selecting
six finalists. Despite the recession, new project ideas are being explored everywhere. And the
ones with the greatest success are aligned with the more consolidated trends of the emerging
expectations of the customer. From our global analysis of both strong and weak signs of
development, this year we have pinpointed ten distinct trends currently under way.
Asia
Research methods
Analysis of national and international retail scenarios, pinpointing over 150
cases of innovative retail on the international market
Oceania Definition of emerging trends
Selection and analysis of innovative cases that most typify each trend
Analysis of the process of transfer of possible innovations to individual markets
2 R etail I nnovations 6 R etail I nnovations 6 3

4. M a r k et E n v i r onment a n d T r en d s M a r k et E n v i r onment a n d T r en d s
Smart Pricing. Prices are as topical as ever, and this aspect of the retail mix generally clashes “I trust you”. Customer trust has become one of the most precious assets for any retail brand.
with that of innovation. And yet customers have shown growing responsiveness to strategies And as our recent international research has proved, trust brings a concrete payoff in terms of the
that combine convenient prices with innovative and involving dynamics. In a short space of time company’s turnover. The new retail area opened by Danone in Barcelona presents an initiative
and thanks to their Price 2.0 project, Groupon has met with a huge success. In itself, the idea that endorses and boosts the customer trust that the brand has generated in 90 years of activity.
of offering a new product or discount service online is nothing new, but in this case news of the Besides offering a taste of the classic Danone product in the yogurt bar at the entrance, the new
deals spreads rapidly among friends, with the result that almost all the bargains proposed reach space’s main task is to introduce visitors to the brand’s history, values, and projects, through a
their target sales figure, thanks also to Groupon’s knack of choosing the right product for each series of interactive consoles and a regular calendar of seminars on the principles of healthy eating.
different local context.
Pro-client efficiency. Time continues to be the number one luxury for many people, and
Customer-oriented. Customer service is one of the fundamental yardsticks of retail success. hence time offers a strategic factor whereby retailers can stand out from the crowd with
Given the indiscriminate cuts under way, standards tend to drop, while the expectations of proposals for a swift, efficient, and well-organised shopping experience. Apo.take is a small chain
customers rise. The online store offered by Zappos involves a product range in which sensory of German pharmacies that has revolutionised the process of data collection and purchase: the
rapport is crucial: shoes with no discount. The idea has triumphed thanks to a standard of display shelves are not arranged with products but with purpose-made data-cards detailing the
customer care that has become legend. Here, if a shopper changes his mind, he has up to 365 product in plain language. In this way customers move around freely in the first phase of the visit,
days to return his purchase free of postage and packing; and all customer relations are focussed choosing their items, and if necessary can ask advice from a pharmacist. Meanwhile in Sweden a
on warmth and kindness toward the purchaser. The secret in this case is the handpicked crew restaurateur has successfully introduced the Laxomat, a completely automated food-distributor
of strongly motivated sales staff. Zappos even offers its personnel a special payoff after their trial powered by RFID technology, linked to his original restaurant and providing hot and cold takeaway
period if they don’t fit into the company’s ethos. food 24/7 all year round, with special attention to local dishes. Chez Jean, the new concept store
launched by Casino in France, is a convenience store that offers a mixture of food and non-food
Anti-snob quality. In the past, the fortunes of luxury were based on the dynamics of items plus services for on-the-fly consumption, while also providing a cosy corner where you can
ostentation. Nowadays this idea and product positioning has evaporated, passing from the hyper- sit and take your time.
luxury niche and exclusive goods to a more democratic and accessible type of luxury. Today this
dimension taps into the quest for high-quality products that eschew the undesired side-effects Glocalism. Trade is becoming steadily more local in spirit. Even multinationals have caught on,
of snobbery and being out of reach. Thanks to his having become a household name through and retailers are becoming more attuned as they develop international markets, combining a
television shows, world-renowned cook Jamie Oliver recently launched a hybrid convenience strong global identity with a local slant. Havaianas is now a global brand, yet for its first flagship
store in London called Recipease, in which the customer can drop by for purchases but also store in São Paulo it has endorsed its Brazilian roots, with a tropical floorplan that allows the
attend courses and learn to cook quick but healthy dishes, while enjoying the experience of an climate outside (sun, rain) to filter indoors, and proudly displays the humble origins of its very first
informal approach in a pleasant laid-back environment. flip-flops. Starbucks’s latest offshoot 15th Avenue is a coffee-store that engages local residents
to contribute, and even decide on what music to play in-store.
Socialtailing. This year’s offering sees the continued growth of the social and community
dimension of the market, by which retailing has become a platform where customers share and
Trends
swap experiences, in some cases spawning the co-design of new products. MyDeco provides an
Smart pricing Pro-client efficiency
online service that gives customers the opportunity to design the interiors of their own home,
Customer-oriented Glocalism
uploading photos onto the site and using simple applications to simulate the various possible
Anti-snob quality Accessible dreams
combinations, with a varied palette of available items that range from basic elements to more
Socialtailing Greentailing
exclusive designs. In particular, customers can compare their own ideas with those of other site
“I trust you” Liquid retail
members and exchange design tips. In this way they can suggest to MyDeco novel interior designs
which, if adopted and popular, earn bonuses for the customer.
4 R etail I nnovations 6 R etail I nnovations 6 5

5. M a r k et E n v i r onment a n d T r en d s
Accessible dreams. The recent economic crisis has stimulated a desire for more simple
and accessible pleasures which allow consumers to express themselves and their personality.
Swarovski, which has become synonymous with sparkling glamour, has now opened a magical
London flagship store to showcase their products and the dreams they represent. The gorgeous
crystals are sold individually, enabling the customer to be more engaged in the experience of
choosing, buying, and personalisation, including the possibility of customising personal garments
or other accessories with Swarovski crystals. In this way the act of creative enhancement is made
more accessible and satisfying.
International Cases
Greentailing. Green retailing is now a widespread phenomenon, partly through a growing
social awareness toward environmental issues, and partly due to economic considerations of the
increasingly short-term benefits for business. Launched by the Leroy Merlin group, Kbane in
France is the first DIY concept store entirely devoted to green products and solutions for home
building, decoration, and energy saving. Office Depot, for the first time in the office supplies
retail sector, proposes the same approach in the United States with a broad quota of the
assortment consisting of green goods. In this concept store, the enthusiasm of the sales personnel
is one of the pivotal factors endorsing the chain’s positioning: accurate selection, training courses,
activities for sharing ideas on green issues, but also encouragement to improve habits such as the
bicycle repair kit provided to all personnel.
Liquid retail. The blurring of the processes that underlie how and when we make our purchase
decisions offer the retail sector some interesting occasions for proposing multiple shopping
situations that can be adapted to different customers and contingencies, creating liquid and flexible
shopping contexts. The last concept of chain jewellers Tous mixes self-service areas, suitable for
fast fruition and direct interaction with products, with more refined and luxurious areas, where the
interaction is primarily with the staff, and the purchasing processes are totally different.
As always, time will determine which of these innovative strategies will enjoy enduring success.
And though these projects all got off on the right foot, every retailer knows that success must be
renewed each day. So, we wish the best of luck to those who (like ourselves) have found inspiration
from their stores.
6 R etail I nnovations 6

6. BRAZIL - São Paulo
Havaianas
Famous all around the globe, Havaianas opened its first flagship store
that pays homage to its Brazilian roots, while masterfully asserting
its new fashion positioning Key data
Format: flagship store
Launched: 2008
300 sqm
350 products
THE CONCEPT 15 staff
The first Havaianas concept Price-range for flip-flops from $5 to $140
store recently opened in São
Paulo in Rua Oscar Freire, Key data for Alpargatas Group
one of the city’s trendy 2008: $1.1 billion (11% up on 2007)
neighbourhoods. Exports to 80 countries worldwide
With its 300 square meters of
floorspace the store manages
to unleash the full power of falling onto the numerous that characterise the brand’s
MARKET OPPORTUNITY the label and also involve thick plants below, all local own history.
After conquering the world its customers. Starting with in origin. Stools and benches With this flagship store,
in the last decade with their the foyer, which is made carved into the trunks of the customers can, for the
inexpensive, quality flip-flops to appear like an extension tropical trees provide seating first time, find the entire
Havaianas has repositioned of the street, the customer for customers. The design assortment of Havaianas
itself toward the fashion enters on the mezzanine powerfully conveys both the merchandise under a single
market. A vital step in this level, overlooking the main Brazilian spirit of beauty and roof.
strategy was to complement floor below. The space is the force of nature, elements
the mono-brand outlets naturally lit throughout via
already present with a larger, ample skylights set into
innovative and conceptually the ceiling, which creates a
striking flagship store that constant interplay of shade
would communicate more and sunshine. When it rains,
directly with the customer, openings at the sides allow
and boost the brand’s market rain to enter, giving a tropical
authority. effect with showers of water
8 R etail I nnovations 6 R etail I nnovations 6 9

7. H ava i a n a s - BRA Z IL
This includes flip-flops,
bags and accessories, as
well as lines that were
previously not available
in Brazil.
The store combines CONCLUSIONS
varied types of display The flagship store has an
areas. At the entrance average turnover of 4,000 to
visitors are 5,000 receipts per week.
The back section of the
greeted by a The flagship store marks
store is devoted to bags and
classic street-stall a critical leap forward in
accessories, new flip-flops
loaded with the Havaianas’s position in the
designs, and a stand where
“original” flip-flops market. The fashion flip-
customers can customise
in the lowest cost flop has come a long way,
each model with sequins or
bracket. A large given that they are worn by
other accessories.
cube composed of stars and celebrities, even
51 plasma screens A selection of displays for at such high profile events
Retail is Detail
depicting flip-flops children’s products are as the Academy Award
The customer can easily
and the brand, with arranged in the form of presentations.
identify their shoe size by
a film that tells the puzzles and are visually
utilising several small carpets
various stages of Havaianas’s interesting for children and
with templates drawn with
history, starting from 1962. adults alike.
each size. The personalised
The high-end series of
flip-flop that are created by
flip-flops that are exclusive
customers are photographed
domestically to the flagship
and stored in a digital archive
are prominently displayed in
that can later be viewed via a
a container in the store. Key points of innovation
touch-screen monitor.
One wall of the store features Flagship store raising the group’s market position
a huge rainbow-like display Consistent with the Havaianas identity of tradition and modernity
of all the available
hues of the flip- Notes on Retail Mix
flops, alongside Intensely specialized assortment
the exclusive
Personal customisation possible for all models
Lively involving environment
perfume created
Plentiful numbers of willing staff
for the brand.
10 R etail I nnovations 6 R etail I nnovations 6 11

8. CANADA
Murale
A new type of beauty parlour with luxury cosmetics, both leading
and emerging brands, and a new level of personalised customer-service,
with professional skincare and beauty consultation, which includes
Key data
qualified help from a pharmacist Format: perfumery
Launched: 2009
3 outlets (Ottawa, Montréal, Toronto);
the mother chain, but has 8 by the end of 2010
managed to win over a 250-350 sqm
new range of customer. Owners: Shoppers Drug Market Corporation
The concept
thoroughfare, locations items and product from all
The typical Murale
facilitated by the group’s own over the world.
premises occupies
real-estate branch. The main brands occupy
an average of 300
The visual impact of the corners where there
square metres, putting
store lies in the clean, customers can interact and
it considerably above
well-illuminated design and test out the products, areas
average size for this
assortment of products, that render the layout more
sector, and therefore
which range from high- dynamic, creating more
Market opportunity distinguishing it from the
end beauty products and intimate shopping spaces.
The sector of beauty products standard outlets found in
perfumes to niche brands, Among the selection are
and perfumery is in constant the downtown or in the
with a wide gamut of new the usual top labels such
evolution; today’s customers shopping malls. But beyond
expect retail outlets to offer the extra floor space, the
niche services and state-of- concept pivots on an eye-
the-art assistance. This is why catching transparent design
the leading Canadian retail whose optimal display
chain SDM (Shoppers Drug clarity allows customers to
Mart), which boasts some get to know Murale and
1,200 drugstores, decided to browse its assortment. Each
launch a new concept Murale, store is located in a prime
which in part competes with position in a main pedestrian
12 R etail I nnovations 6 R etail I nnovations 6 13

9. M u r a l e - C A N ADA
as Chanel, Estée Lauder, their needs, offering tips and
Lancôme, Nars, Bobbie expert advice on makeup,
Brown, but also such each one equipped with a
innovative brands as Natura special kit of accessories to
Bisse, Murad, and Darphin, enable customers to try out
shopper, plus a broad array
with its new trendy line of products firsthand.
of special services and
cosmetics from San Francisco. treatments.
Retail is detail The results of applying this
One of the key strategy have been very
features of the store positive for the first three
is the professional stores, and the group plans
skincare section, to open another five in other
where personalised cities across Canada.
treatments are
provided by a
beautician and a
pharmacist. Murale
offers a range of 30
special professional
services, from
beauty treatments
to thermal cures,
which are available
The variety of perfumes in a booth near the skincare
Key points of innovation
covers 75 different items, section.
Ample assortment, wide-ranging, and with an innovative mixture
for both women and men,
Broad selection of professional services
and all in all Murale carries Conclusions
products from over 200 Murale has secured a unique
Notes on Retail Mix
different brands. position in the high-end Assortment: beauty products and perfumes
Easily distinguished by their bracket of the cosmetics Wide range of professional services: spa, “brow bar”, clinical section, makeup,
smart black uniforms, the sector because it has lessons in skincare, “bridal makeup” applications
expertly trained sales staff expanded the traditional Modern retail design clearly marked out by area
and assistants, known as offering provided in the Numerous trained staff
“Beauty Masters”, are on hand department stores with a
to help customers choose range of emerging trendy
the cosmetics most suited to brands that attract a younger
14 R etail I nnovations 6 R etail I nnovations 6 15

10. CHINA - Shanghai
House of Barbie
For its 50th anniversary Barbie follows a whim, not for a face-lift
but for a six-storey flagship store in one of the world’s new retail capitals,
Key data
Shanghai, offering a wealth of excitement for girls of all ages
Format: flagship store
Launched: 2009
First Barbie store in the world
3,400 sqm on 6 stories
opened a flagship store in
Shanghai in 2009 dedicated
to the famous doll.
Slade Architecture did the for over 800 different Barbie
The concept overall building design. dolls. With a focus on the
Barbie Shanghai is a six- A central element of the shopping experience, the
story emporium that contain retail design, which lies at the outlet offers visitors four
the largest and most core of the store complex, is dedicated “experience”
comprehensive collection the striking spiral staircase, features: the first is the Barbie
of Barbie dolls in the world, which provides display space Design Centre, where girls
having no fewer than 875 are taken through the
models on display, alongside step-by-step process
Market opportunity a prodigious assortment of designing outfits,
Brand dolls with a distinct of licensed Barbie-related with a variety of tops,
personality like Barbie tend products (from clothing dresses, trousers,
to suffer in traditional retail to accessories). But what gowns, jackets, shoes
outlets – such as shopping makes this flagship store and bags.
malls, mass-market stores, so exceptional is the vast The Barbie Fashion
and the small specialist shops range of added activities and Stage allows girls to
- where they are “smothered” services for Barbie fans and get up on the runway
by a mass of other toys that their families. like a real fashion
are rarely in the same class. The retail experience model, choose their
In response, Barbie’s general floors was designed by the own outfit, with
manager Richard Dickson Chutegerdeman firm and make-up and
16 R etail I nnovations 6 R etail I nnovations 6 17

11. H o u se o f B a r b i e - CHINA
they receive previews for
new product releases, special
discounts, and a present on
their birthday: the Barbie Pink
World is the premium given
to its most faithful customers.
Conclusions
Mattel is the world’s largest
producer of toys, and
hair-styling by professionals. (also pink) where the launched its new concept
There is also a Barbie Spa that hallmark Barbie style reaches store in Shanghai to keep
offers daily spa treatments, its acme: girls who wish to Barbie above the competition
facials, skin-care, massage, reproduce this room at home of new dolls, videogames,
hair and nail services - all can find all the necessary and electronic gadgets, and
available to both items in the store, and give invert a period of difficulty for
males and females. their home a makeover in the market and the brand.
And last, at the perfect Barbie style.
Barbie Cafe
customers can Retail is detail
enjoy a lively menu Among the more significant Key points of innovation
of healthy platters, features is the Barbie gift-
An entire world combining products, services, and shopping experience
including seasonal
Section where customers can design their own Barbie doll
voucher system, and the free
dishes, Italian ice- VIP-card offering discounts
creams, and Barbie-style
Notes on Retail Mix
on the favourite activities
Focused comprehensive assortment: 875 Barbie dolls
drinks. provided at the Shanghai
Transversal target for a historic brand
Elsewhere on the premises store. VIP-cardholders who
In-store visual identity based on hallmark Barbie pink
is a dedicated reading-room, wish to proceed to the next
4 entertainment zones: café, runway, design centre, and health spa
painted in Mattel’s patented stage earn themselves a
Barbie pink, and a bedroom Barbie Pink Passport, where
18 R etail I nnovations 6 R etail I nnovations 6 19

12. FRANCE - Villeneuve d ’A s c q (Lille)
Kbane
A unique retail space that sells everything required for building and running
an eco-friendly home at affordable prices: products, services,
and solutions for a healthy house that respects the environment
Key data
Format: superstore for DIY and home building, fittings
Market opportunity dedicated to eco-friendly and and decorating
As today’s consumers sustainable development Launched: 2009
home. The name itself is a 1,200 sqm
become increasingly more
3,000 products
informed and sensitive clever device that refers to the
9 in-store staff
towards environmental French word cabane, which
6 main types of product and services
issues, they are accordingly translates as both log-cabin
Groupe Adéo (Leroy Merlin)
changing their lifestyles and (nature) and tool-shed (DIY).
spending habits, which has The store’s aim is to spread
created new openings for awareness of products and
retailers able to address the methods of eco-building and
broader range of consumer specialised products and also
new trend with eagerness consumption, expanding from
by offering lower prices and well-known brands in the
and transparency. While in the present target of green
greater ease of shopping eco-sustainability sector, such
many countries including architects and more moneyed
under a single roof. as Volvox and Auro for paints,
France, various new “green” home-builders towards a
The assortment provided and Osram for lighting. Some
concept stores have emerged
by Kbane ties in with the manufacturers have jumped
(in food and gardening, for
company’s promise: 75% of at the opportunity, offering
instance), in the sector of DIY
the items on sale were so far an exclusive supply of certain
and eco-friendly building, no
not available through retail products, even launching
retailer had addressed this
outlets in France, for example: new items tailor-made for
new demand until the launch
natural clay-based paints, the store. In addition, three
of Kbane.
timber from sustainable brands from Adéo Group are
woodland, “green” distributed in Kbane: Geolia,
The concept
gardening equipment, etc. Lexman, and Inspire.
In France, Kbane is the only
Kbane’s offering focuses on Beyond products in the
retail concept outlet totally
20 R etail I nnovations 6 R etail I nnovations 6 21

13. K b a ne - FRA N C E
Retail is detail
Kbane has devised a system
of labelling that involves
classifying them in terms
of impact on four fronts:
healthy, environment, It is likely that Kbane will
saving/recycling, and constitute a sort of ongoing
shipping miles. Similarly, workshop-outlet for the
all the displays are made Groupe Adéo, where it can
from natural materials and try out new ideas and learn
created on-site by Kbane more about this burgeoning
workers to avoid transport. market, so as to insert the
more successful features
Conclusions inside its mass-market stores,
Kbane has defined itself such as Leroy Merlin.
store, Kbane also provides
more as a R&D concept store
hands-on assistance and
than a simple pilot project
cutting-edge solutions, such
to be reproduced at national
as diagnosis for home energy-
level; however, a second
consumption, engineering
outlet is planned for 2011.
consultancy, workshops, and
installation services. Key points of innovation
Overall Kbane store presents The unique concept store entirely devoted to building and managing
a highly efficient format an eco-friendly home
with an accessible Products and customised proper solutions all at affordable prices
merchandising approach
that involves the Notes on Retail Mix
consumer, provides a Assortment: 6 segments: water and air quality; insulators; renewable energy;
wide range of information daily energy saving; organic garden
400 books on display
on most of its products,
Product labelling includes ecological impact information (health, environment,
and even offers the
recycling, shipping miles)
chance to test them out.
Amphitheatre-style layout and ecological signage
Services: 500 sqm devoted to construction solutions and large-scale
projects advise
22 R etail I nnovations 6 R etail I nnovations 6 23

14. FRANCE - Paris
Chez Jean
A new French style convenience store concept that allows time-saving,
proposes state-of-the-art service, a hybrid offer and quite aggressive prices, Key data
Format: convenience store
all in a modern environment
Launched: 2009 with 2 stores in Paris
2010: 4 stores in Paris, 1 in Marseille and soon
1 in Toulouse
380 sqm on 2 storeys
5 staff
Seating for about 60 people in snack bar/café
650 food products, 150 newspapers & magazines
Joint venture with Relay (news-stands and bookstores in
airports and railway stations) and Casino
(hyper-and supermarkets)
The concept selling-points in the food
Chez Jean is a hybrid retail area, which is where Chez
outlet that combines snack- Jean concentrates most of
bar and grocery store with its sales, margins and traffic
MARKET Given the current average of
a newsagent’s, offering to through the store. The area is
OPPORTUNITY 1 in 7 meals consumed away
a growing quota of city- focused on solutions rather
When they need from home, the French are
dwellers pressed by time. than on individual products,
something to eat, still far from the American
This is a new way to make and provides any kind of
the French are rate of 50% total of meals
speedy and last minute meal (breakfast, coffee-
turning more and eaten out. The French market
purchases in a single break, lunch, aperitif, dinner),
more frequently therefore offers interesting
outlet open 7 days a week powered by dynamic, smart
to quick snacks potential, particularly for
until 11 p.m. Chez Jean is merchandising. For instance,
and ready-made food retailers. Casino has
not about “gastronomy” cakes and brioches are put
dinners, which they see as recently partnered with
(giving a large and deep out for breakfast and again,
cheaper, quicker, and more Relay to launch a chain of
choice in products,…), but later on, for an afternoon
practical than a sit-down meal newsagent’s called Chez Jean,
mainly about convenience break. On one side, there is
in a restaurant. For this reason a convenience store concept
and most of all, services. a self-service area with 650
the fast-food market increased that offers a broad range of
Convenience and time- different food products and
its turnover by 10% in 2008. products and services.
saving are particularly strong toiletries for fast, last-minute
24 R etail I nnovations 6 R etail I nnovations 6 25

15. C hez J e a n - FRA N C E
purchases - a perfect solution
for not going empty-handed
to an unexpected dinner, for
example. For this reason, the
beverages (alcoholic and non- offices and tourism, to
alcoholic) are sold chilled and gauge whether the concept
ready for consumption. On managed to meet the
the other side, customers can expectations of not only
find an area offering carefully Parisians but also of other
chosen, hot, ready-to-eat large and midsize cities in
meals at very convenient France. There is now a total of
prices. One such dish, “Wake- 4 stores in Paris and a bright
up”, comprises new one in Marseille (125 sq
a bun and a hot - opened in February 2010).
drink; “My Lunch” If the pilot project catches on,
boasts a sandwich- the group envisages opening
roll, a dessert, and cash-machines, free wi-fi another 10 Chez Jeans within
a fresh drink for a connection, and a machine the current year 2010. A new
market competitive for recharging mobile phone store shall be open soon in
euro 6.90. batteries on-the-fly. Toulouse (average city in the
All this is made available West-South of France).
Retail is in a modern, easy-going
detail environment complemented
Besides the by pleasant decor designed Key points of innovation
by the Saguez agency, and Hybrid concept store: bakery, small grocery, café/snack bar, newsagent
excellent prices,
the typical French layout
Modern and focused on a convenience store approach
Chez Jean’s main
appeal lies in the consisting of stools arranged
along the window-fronts
Notes on Retail Mix
vast range of extra services
Assortment: grocery, a very small fresh products offer, frozen meals,
and products devised to affording a view of the busy
drinks, fresh and ready-made meals, toiletries, newspapers, magazines,
make city-life easier. Here Paris streets.
books, bakery, fresh flowers
people can also buy fresh
Low price on ready-made meals, and aligned for groceries
flowers, newspapers, best- Conclusions and other products
seller books, lottery tickets, The first pilot store was 3 sales staff; 2 in warehouse
and of course, champagne opened in Paris in the Free services: wi-fi access; dispenser for recharging mobile batteries;
and wine. Among the various République quarter, a ATM bank-teller
free services, there are ATM neighbourhood of mixed
26 R etail I nnovations 6 R etail I nnovations 6 27

16. GERMANY
Apo.take
A discount pharmacy concept store, with an innovative purchasing system
and intensive counter and self-service assistance
Key data
Format: discount pharmacy
Launched: 2006
5 pharmacies (4 in franchising)
From 50 to 130 sqm
300 products
service in a considerably on the shelves he finds an
different ambience and with array of printed cards giving
a discount of 30% on all the information on the required
300 OTC products present. product.
But the main difference lies in Once the customer has
the way the customer obtains decided what to buy, he takes
information and chooses the info-card to the counter,
Market opportunity that have scored considerable what to purchase: instead where he can get further
On 1 January 2004, the success. of going to the traditional information if necessary. In
German government service desk, at Apo.take this way the system respects
modified the laws on market The concept he is confronted with a the law by which OTC
competition on the pricing The first Apo.take pharmacy self-service type layout as products must be handed
of OTC products, leaving was opened right next to in a supermarket, whereby over by trained staff.
pharmacies free to decide one of the group’s own instead of household goods Customers may also
independently what prices I-Punkt pharmacies. Due to
to apply to this category of their different positioning,
product. the two are actually
While many pharmacists complementary. Compared
have protested against the to the more traditional and
changes, others like premium-positioned I-Punkt
Apo.take have responded pharmacy, Apo.take offers a
with innovative approaches streamlined and functional
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17. A p o . ta k e - GERMANY
medicine, if the product
contains lactose, etc.
The product categories are
marked in a language that
is easily comprehensible to
purchase prescription short-time offers only, counter the customer (e.g. “common
medicines at the counter. to the logic of a sector in cold”), and are translated
The 30% discount is fixed which most purchases into four languages, German,
for all the products, and cannot be planned ahead. English, Turkish, and Russian.
the pricing policy of “low- By contrast, the Apo.take
cost every day” has won an system of info-cards provides Conclusions
ever-growing number of complete transparency on the This concept of “discount- basis. The new chain marked
converts, who are increasingly discount offered, and enables pharmacy” has met with a growth of 25% in the half-
turned off by the often the comparison of prices considerable success: a year 2008/09, based on the
aggressive advertising of up between similar items. If the recent poll among customers 20 principal products (against
to 60% discounts offered customer has spare time and recorded an approval rating an increase of less that 3%
by the traditional outlets – requires further information, of 1.8 (on a scale from 1 on the general market).
and particularly by online he can sit in a special lounge, max, to 6 min). After the first
pharmacies – which cover where magnifying lenses one was opened, four others
few products and always have are provided for studying followed on a franchising
the documentation in full.
This informative approach
Key points of innovation
addresses the ever-growing
Pharmacy that works in synergy with its traditional counterpart
request for customer
Hybrid information system of both self-service and assistance
autonomy.
Notes on Retail Mix
Retail is detail Focused assortment
In addition to the basic Discount prices (fixed 30%)
information, the info-card Basic fittings and interiors
includes a FAQ section, such Info-cards on each product, price, along with FAQ data
as whether it is advisable Area assigned for reading data, with seating and magnifying lenses
to drive after taking a given
30 R etail I nnovations 6 R etail I nnovations 6 31

18. GERMANY - Cologne
Estella Kochlust
The daily business of preparing food can become a whole lot of fun
with Estella Kochlust, a store selling food and cooking utensils,
where food preparation is an all-round experience
Key data
Format: concept store based on cooking
Launched: 2009
240 sqm
of daily life to spend more 1 outlet
time with friends and family.
Germany’s new Estella
concept store aims to address that cooking is no longer kitchenware, and foodstuffs,
both these two modern seen as a “chore”, given its and possibly stay for the
needs, by associating the inescapable involvement various events held on-site,
socialising factor with high- in family life. Created by a such as evening cooking
quality food in a warm and British designer, every aspect classes. In the retail area
welcoming atmosphere. of the store is devised to of around 240 sqm, the
stimulate the customer to customer can find a fully-
Market opportunity The concept linger on the premises and working kitchen corner, along
Among the various macro- Estella Kochlust (“the take his/her time to browse with an assortment of goods
trends that are rapidly cooking urge”) mainly the assortment of gadgets, picked for their aesthetics
traversing the globe is sells kitchen utensils and
personal well-being and a delicatessen products, but
healthy lifestyle, with all its is actually a concept store
various implications. One with a strong identity that
of the manifestations of encourages customers to
this trend is the functional, enjoy food and the art of
organic and slow-food cooking as an all-round
philosophy, along with experience, underscoring
“cocooning”, namely, the multi-sensory delights
retreating from the stresses of food preparation so
32 R etail I nnovations 6 R etail I nnovations 6 33

19. E ste l l a - GERMANY
Each lesson costs from euro
55 to euro 80 per person, but
this in-store event has already
garnered a steady following.
Retail is detail
What makes this concept
and practicality. The utensils authentic Mediterranean
store different from the
and tableware are a mixture cuisine. In the gourmet
traditional food retail outlet
of handcrafted items – with section, many of the products
is the amount of care and
ethnic products such as the are from far-away places,
passion conveyed in every
traditional tagine earthenware such as the range of olive-
detail: the information on
cooking pot from North oils and the kind of spices
each product and its origins, Conclusions
Africa – and others of more often used in the cooking
the design of the store itself, Given the concept store’s
modern design. To motivate demonstrations, artfully
the names given to the success, there are plans
the customer and guide him arranged to give “inspiration”
cookery classes, and the to open other stores in
or her in the preparation of to the act of cooking.
excellent customer service. Düsseldorf and Münster.
recipes, there is a section The evening cooking demos
of books devoted to the run twice weekly and are
attended by a maximum of
16 participants.
The themes change each Key points of innovation
time, and have alluring titles Mixture of sales, gastronomy, and hands-on cooking experience
such as “Marrakech, tagine, World of assortment tuned to the shopper’s experience: preparing, cooking,
and argan oil – an evening serving, and eating
packed with flavour!”, or
“Cook & Chill & Pastabasta”. Notes on Retail Mix
At the end of each session Assortment: kitchen utensils, cookery books, national and international
foods (wine, spices, biscuits, chocolate, tea, pasta, pesto…)
the participants can dig in to
Mixture of handcrafted and modern kitchenware
platters prepared on-site by
Lively and stimulating interiors
the gourmet teacher-chefs.
Services: evening demo classes with gourmet chef
34 R etail I nnovations 6 R etail I nnovations 6 35

20. G R E AT B R I TA I N - London
National Geographic
A visually thrilling retail Store that deploys assured and engaging devices
to convey the multiple activities and mission of the National Geographic
brand and the adventure for the customer starts in this multi-sensory,
continually changing environment
Key data
Format: flagship store
The Society decided that Launched: 2008
the next stage was to create
1,800 sqm
10,000 products
a physical meeting place
40,000 visitors per week
for existing and potential
customers, and opened this
thrilling, multisensory flagship National Geographic Society
store that encapsulates the through a broad range of
mission and the core values products, services, and
S of the National Geographic
Society.
projects, in an environment
of extraordinary visual impact
and coherence.
THE CONCEPT The Store offers a vast
MARKET OPPORTUNITY The National Geographic selection of National
For over 122 years the Store is a modern and Geographic branded
National Geographic Society innovative space, a unique products, alongside a
has enabled the public to platform to interact with the selection of handmade items
discover the boundless customers and to convey the in limited edition.
marvels of the world about force and the credibility of the The furniture presents an
us, applying its eclectic mix in various styles
hallmark rigour with strongly ethnic accents
and quality, and and evolves over time,
engaging generations because each element can
of its international also be purchased. The space
readership. includes furthermore a Café,
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21. N a t i on a l G eog r a p h i c - G R E AT BRI T AI N
whose menu represents Geographic explorers,
the occasion for “travel” authors, and photographers,
into other cultures, through and also runs free film
the flavours of recipes that screenings. The Gallery
originate in the five assigned for exhibitions Retail is detail Conclusions
continents of the hosts a turnover of the Customers can also test out The London store has
globe. The choice most representative objects their clothes in a special already won several Awards.
includes organic from the various National Testing Room, with strong Following this store, the
foods tied to Geographic projects and gusts of wind, sudden drops National Geographic Society
healthy dishes and the work of the publisher’s in temperature, and other has opened a second one in
slow-food dishes, contributors. The space is also extreme conditions typical of Singapore, and the expansion
with a selection available for Corporate and the National Geographic-type scheme envisages new retail
each month Private Events. of adventure travel. outlets on a smaller scale
dedicated to a In keeping with its mission In the Café, the approach (400–500 sqm) in the major
specific country. to inspire people to take is educational: advice on cities in Europe and Asia, and
At the same time care of the planet, National maintaining a healthy diet, in airports.
the menu also Geographic has built its and information on each of In 2010 they expect to open
offers typical flagship store with eco- the foods and their place 20 new retail outlets, starting
local fare, so as to show friendly design elements of origin. Extras include with Spain, Indonesia, and
their willingness to foster and has inserted a series encounters with schools and India.
and preserve diversity of the of further sustainable and families to explain what it
world. ethical approaches in the means to observe healthy
The auditorium hosts daily activities of the store. eating habits.
events and conferences
with the renowned National Key points of innovation
Cultural flagship store that endorses the values of the National Geographic Society
Multisensory space in continuous evolution
Notes on Retail Mix
Assortment: clothing, footwear, eyewear, stationery, maps, toys, watches,
household furnishings, and a vast selection of National Geographic products,
including its world-famous magazines, books, and DVDs, accessories, bags
Services: kids area; test area for clothing items; program of events, meetings,
conferences, exhibition area, gallery area
Restaurant with various types of multicultural cuisine and healthy food
38 R etail I nnovations 6 R etail I nnovations 6 39

22. G R E AT B R I TA I N - London
Swarovski
Crystallized™ lounge
A stylish and fascinating environment in which jewellery blends with design,
culture, events, and customers are enabled to experiment with customising
Key data
their own jewellery with world-famous Swarovski crystal glass creations
Format: concept jewellery store
Launched: 2008
4 stores (London, New York, Shanghai, Paris)
300 sqm
positioning in this segment,
which it is now reinforcing by
moving into retail with the
creation of a series of highly
innovative Crystallized Lounge elements are showcased in the various crystals can be
flagship stores. These boast a all their variants in the form applied include necklaces
sophisticated and appealing of individual components, and bracelets in various
environment that offers a enabling customers to materials: silk, leather, or
broad range of opportunities choose pieces and combine metals. The display cases
for customers to personalise them to create their own include creative concepts
Market opportunity their jewellery, and to apply jewellery. Staff remain at a from famous designers in a
Recent research conducted Swarovski crystals onto discreet distance to allow variety of executions, such
in the UK has shown various garments and other customers to browse freely as an exclusive tee-shirt
that consumers who buy accessories. and experiment with the by the Delhi-born designer
jewellery increasingly prefer products at leisure. If anyone Manish Arora, decorated with
top-quality, one-off pieces The concept has a question, staff are there figures of deities and animals
to cheap “disposable” The concept behind the to assist, otherwise visitors composed entirely from
items. The British market Crystallized store is to entice can take as long as they Swarovski crystals, on sale for
in personalised jewellery customers to enter and wish to peruse row after row £125.
is estimated at £350–400 explore. For many adults who of display cases, each one The store also offers the
million per annum, and venture into the store, the containing crystal elements chance to linger and relax
continues to grow. Swarovski shimmering world that meets of a slightly different shape, with a coffee or glass of
has steadily improved and them is like a childhood colour, or finish. champagne on sofas in
strengthened its market dream come true: the crystal The basic products to which the second-floor lounge,
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23. S wa r o v s k i - G R E AT BRI T AI N
Conclusions
where there is also a space the quality of the jewellery
Swarovski Crystallized
devoted to exhibitions and and crystals, by means of an
Lounge is a highly innovative
customer events, often tied to innovative use of Perspex
concept, a destination store
London’s fashion scene. Due and mirrors throughout the
that successfully presents
to a partnership with London store, whereby the display
Swarovski crystals in a
Fashion Week, the store cases housing the crystals
distinctly contemporary way.
carries a display of haute- permit customers to browse
The company’s collaborations
couture items decorated with and select them by colour
with the designer and fashion
Swarovski crystals. and shape, ready to apply
worlds give an added note
onto their personalised
of freshness, creativity,
Retail is detail jewellery, or to decorate some
and underline Swarowski’s
The lighting of the interiors is other object (often mobile
increasingly fashion-oriented
carefully designed to highlight phones). The choice is made
perspective.
easier by the categorisation
of elements according to
themes, such as popular, Key points of innovation
Bohemian, avant-garde, Opportunity for customers to personalise their purchases
Concept store with events area and lounge bar
luxury with precious metals.
Each style is highlighted by
Notes on Retail Mix
an appropriate display to
Assortment: Jewellery, Accessories
give customers ideas for
Prices: from medium to high
their personal creations, or to
Space: innovative materials that create a light show
indicate ready-to wear items.
Events: collaborations with fashion stylists and designers
42 R etail I nnovations 6 R etail I nnovations 6 43

24. G R E AT B R I TA I N - London
Recipease
The challenge that Recipease has set itself is to encourage would-be cooks
to create healthy and rapid meals and learn the pleasures of cooking,
aided by the expert advice of the nation’s best-loved chef Jamie Oliver
Key data
Format: convenience experiential store
2009: first store in London
consumers from simply 2010: second store in Brighton
having an interest to actually 230 sqm
doing it, particularly the under Founded by the famous British chef Jamie Oliver
40s. The food industry needs
to convince consumers that
convenience can still be
healthy, allows them to add neat combination of “recipe” The well-appointed
in a touch of creativity into and “ease”, Recipease demonstration kitchen area
food preparation, and is not conveys the simple formula hosts a varied programme
too time consuming. A new of creating dishes that are a of events targeted at both
venture, Recipease, sees this cinch to learn. In the store, total beginners and seasoned
as a retail opportunity. which covers 230 sqm, cooks. These courses can be
Recipease is the latest food customers are presented booked online or in the store
Market opportunity venture by British celebrity with an array of lifestyle itself. The “Easy to Do” dishes
Today, the British public chef, Jamie Oliver. The products such as cookbooks prepared in 10 minutes, can
have adopted the idea of concept revolves around and kitchenware in addition be either taken out or eaten
‘convenience eating’ with a one-stop-shop where to food, condiments and on the premises. A similar
enthusiasm. Television consumers, whether novice wine. This merchandise is option is offered in the “Easy
programmes about cookery or more experienced “chefs”, premium positioned, the to Learn” courses, featuring
and featuring celebrity can cook the ingredients products and packaging are slightly more advanced
chefs suggest that people’s they buy under the guidance of high quality, come from recipes. If one decides to
interest in food and cooking of professionals and even sustainable sources and all eat in the store, these are
is increasing. However, the sit and eat their creations packaging is fully recyclable accompanied fine wines.
challenge lies in converting in-store if they wish. With its and compostable. It is also possible to book
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25. R ec i p e a se - G R E AT BRI T AI N
the venue for private
parties featuring a
group cooking lesson
and ending with a
communal meal in the
Conclusions
store.
Forthcoming plans include
opening new Recipease
Retail is detail
stores, and widening the
The interiors of the
JME brand to include new
stores are particularly
categories such as home
appealing, and are
textiles, garden, bathroom
styled to resemble a
and children’s furniture
large country kitchen,
as well as lighting. In the
with warm lighting
immediate future, the plan is
in each area, and an
to continue to improve the
easy-going, family ambience
customer experience, and
in which cleanliness is
to refine the offer, based on
paramount. and tips for the future, with
direct customer feedback.
The staff are extremely the aim of increasing local
welcoming and trained to community involvement, and
get feedback from customers to encourage visitors to share
ideas, recipes and tips with
others.
Key points of innovation
Rapid, healthy, and sophisticated recipes for meals at an accessible price
Integration of product purchase, food consumption, and education
Notes on Retail Mix
Assortment: food, wine, ready-made meals, books, cooking utensils
Excellent price/quality ratio (£10 for a light meal for two)
Services: internal dining area; classes for healthy and quick cooking;
opportunity to hire venue for parties; team building; etc.
Refined but informal atmosphere
Events: theme-based evenings
46 R etail I nnovations 6 R etail I nnovations 6 47

26. INDIA - New Delhi
Graavaa
The first Indian flagship store devoted to marble and natural stones
created to respond to the growing needs of high-end consumers
for a quality shopping experience
Key data
Format: brand store
Launched: 2009 first flagship store in New Delhi
450 sqm
Market The flagship store offers a vast
opportunity range of materials sourced
Although the from all over the world, and
consumer culture in is integrated with a design living-rooms, kitchens, and provided in an interactive
India is undergoing studio, along with expert bathrooms, to give a clearer zone, where a qualified
rapid advances, installation and product impression of the final effect staff supplies details on
retailing itself – even maintenance service. The of a given project. On the each product, with turnkey
in a high-end sector name Graavaa comes from upper level, which is accessed solutions and/or added value
such as fine natural the ancient Sanskrit word via a subtly unobtrusive services, enabling decisions
building stone – is still for “stone”. This reference to “floating” glass staircase, a to be made in a relaxed
way behind. The birth the traditional values of the comprehensive presentation atmosphere. This area boasts
of Graavaa, an elegant, materials is endorsed by the of the huge assortment is an interactive screen giving
welcoming and company’s logo and visual offered, arranged in a wide in-depth information on the
specialised flagship identity, recalling stone’s variety of formats and hues. entire range of available
store, has been durability as a surfacing Customer assistance is products, with a system of
greeted with enthusiasm by material.
high-end customers in India. Inside the store the display
of the various types of
The concept natural stone follows both
Graavaa is a trademark of the standard arrangement
the Pearl Mineral Group on the walls and also on
specialising in high-quality the floor, complemented by
marble and natural stones. environments that simulate
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27. G r a ava a - I N DIA
Conclusions
Graavaa has attained a
leading position in its field
by offering a new way for
customers to purchase
natural stone products. The
flagship store, the only one
image rendering to simulate of the product in its natural
of its kind in the country,
the final effect of the various state. In the display areas a
has received a great deal
materials as applied to spaces system of sliding units enable
of media attention and has
reproduced from photos the customer to “browse”
been highly successful. The
provided by the customers through the large plates of
second flagship store is
themselves. stone positioned mainly on
due to open in the Punjab
the walls, while displays
region before the end of
arranged fan-wise facilitate
2010, and aims to expand
the direct comparison of
with a network of 50 stores
different material. A test
throughout the country within
bench in this area allows
the next 5 years.
customers to view the stone
under different lighting
conditions.
For each stone type, a variety Key points of innovation
of information is provided An experience of luxury
on its origin, properties, Innovative and engaging display systems
applications, and availability,
illustrating Graavaa’s global Notes on Retail Mix
supply. The store aims Assortment: 150 varieties of natural stone sourced from all over the world
Retail is detail to instruct customers to Services: design lab, delivery, installation, and maintenance
The eye-catching and recognise the different types Staff: highly trained personnel who closely follow the entire
sophisticated design of the purchasing process
of stone, and also offers
Display layout: prompts customers to interact and choose for themselves
store’s façade consists of a advice on maintenance.
cage of curving steel elements
inspired by the organic forms
50 R etail I nnovations 6 R etail I nnovations 6 51

28. I taly - Grandate (Como)
Chicco Village
A haven for toddlers and young parents with delights ranging from
new product lines to the Rocking-Horse Museum, with a unique medley
Key data
of products, learning opportunities, and customer facilities Format: family retail area
2008: launched
2,000 sqm: Chicco Store
1,000 sqm: play area
around a chain of mono- 250 sqm: Pic Store
brand stores and now the 200,000 annual receipts
Village heralds a new step in
the firm's brand positioning
through its chain of retail
outlets.
THE CONCEPT
The Chicco Village project
involves products, resources,
and learning material for kids
in a retail area connected
directly with the production
MARKET OPPORTUNITY unit itself. Rocking-Horse Museum through the building.
Today, products branded This includes a Chicco installed in a converted Owing to its size, the Chicco
especially for kids are megastore, the first Pic Store riding-stable. megastore can offer a far
increasingly expected to specialising in infant medical To ensure that these functions wider range of products than
provide a solid design products, an Illy café, an dovetail together, the firm’s the individual high-street
philosophy rooted in a ample play-area, a private Retail Design studio’s premises normally allow,
genuine passion that will help nursery, and the appealingly colourful “open and the seven main
parents with the absorbing arcade” welcomes visitors categories of product
task of helping kids grow in into a complex in which each are arranged by
a balanced way. For the past of the spaces has its own age-bracket, following a
fifty years, the Chicco brand separate entrance, transversal,
has fashioned its trademark allowing free circulation customer-oriented logic.
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29. C h i cco V i l l a ge - I T AL Y
with the new baby. that attracts people from
Presently, there are plans a wide catchment area.
to set up pre-natal Recently the megastore’s
exercises and events focused concept has been
on the well-being of the enhanced with a temporary
mother-to-be. location assigned
The product assortment is where the kids can play and
especially for kindred
regularly updated with amuse themselves.
CONCLUSIONS brands with products that
new-arrivals, and it is possible On the same floor is a space
The Chicco Village has rapidly tie in to the Chicco’s brand
to purchase discounted that can be reserved for
become a destination centre philosophy.
items from the previous birthday parties for toddlers,
season’s offering with four coloured houses
in the that can be customised
Outlet area. with the name of the one
The ample client celebrating his/her birthday.
facilities include a
spacious Retail is detail
and comfortable Chicco’s brand philosophy
nursery. is also conveyed in a special
The signage area in the shop where
is astutely patrons can mix and meet
designed adding each other, or follow free
to the shopping courses for parents on
experience and the general questions of pregnancy, Key points of innovation
fluidity of the complex. breast-feeding, and how to Range of inter-related functions tied to children’s growth
On the first floor is a play park deal with returning home Products arranged by age-bracket rather than by type
Notes on Retail Mix
7 Chicco Store merchandise categories: clothing, footwear, basic childcare,
intensive childcare, toys, fornitures, books and colouring kits for children.
Services: Baby Card, Gift Card, Personal Shoppers, birth-list
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30. I T A LY - Milan
Diablo Rosso Pirelli
For its first temporary store Pirelli chose Milan – the Italian city with the most
scooters and motorcycles – to show how a change of tyres can be a pleasant
and positive brand experience, in line with the Group’s market positioning
Key data
surroundings of a tyre-store Format: pop-up store
or a mechanic’s workshop. Launched: 27 May – 7 June 2008
With their new project Diablo 250 sqm
Rosso Store, Pirelli has made 6,000 visitors
a breakthrough, radically
changing the customer’s
experience by creating an The concept with a DJ and fashion models.
environment characterised During the twelve-day The area where the actual
by Pirelli brand features such opening period, customers change of tyres took place
as technology, passion for were able to buy a new was situated right in the
sports, performance and style. set of tyres and have them window-front so as to attract
The idea also spotlighted the fitted on-site, just like in a passers-by, highlighting a
new Diablo Rosso product, a “normal” tyre sales outlet. product that is usually hidden
MARKET OPPORTUNITY supersport tyre suitable both In the evenings, special away in the darkness of the
Getting a change of tyres is for town use and for sports, entertainment events were garage, now transformed as
a vital ritual for motorcyclists with either naked bikes or staged (opening party, with an “asset” worthy of being
– a moment of affection, sportbikes. an exhibition of work by showcased. During the tyre-
and also of rebirth in a the young photographer change, a Pirelli technician
way, a means of renovating Rapdour, a community travel was always present to answer
one’s bike at both evening, Diablo Rosso party, queries about types of tyres
technological and Ducati party, and Superbike and how they should be
performance levels. Magazine party). used. The store prices were
A change of tyres is In the store itself, free drinks aligned with the averages in
usually done in the were available (though no Milan, and the service was
fairly uninspiring alcohol during the daytime), provided in cooperation with
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31. D i a b l o R osso P i r e l l i - I T AL Y
Italy to the “temporary” retail
concept, and has quickly
become a point of reference
in the city for the type of
consumers who likes to
keep up with innovations.
Conclusions
Milan’s Corso Garibaldi is an
During the 12 days in which
area with a high quota of
the store remained open it
design studios and fashion
registered a visitor turnover
venues, and Pirelli exploited
of around 6,000 people,
the occasion to promote its
peaking during the Diablo
the well-known Milanese own fashion lines and PZero
Rosso inauguration party,
operator Pneusmania. watches – brand extensions
which was attended by the
Motorcyclists were informed created to enhance the
company’s top management.
of the limited-period offer concept of “Pirelli Style”.
The principal goal achieved
via email, billboards, internet The project by the MP Group
was greater visibility, and
banners, and through the also included a small red
excellent coverage in the
press. salon in postmodern style to
media.
foster socialising among the
Retail is detail visitors – musical aperitifs
Enhancing the project was and conversation being two
the choice of location, a of the features that Pirelli
space dedicated to Sidecar identified with the motorcycle
Events, which first introduced community.
Key points of innovation
To highlight a product and insert them in an appealing, trendy ambience
Notes on Retail Mix
Prices aligned to local averages
Complete range of Diablo tyres, clothing, and accessories
Technical assistance for tyre-changing
Staff: 2 mechanics, 1 technician, 1 administration, 2 fashion models, 1 DJ
(for the evening)
Target: owners of naked bikes and supersport motorbikes residing in Milan
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32. I taly - Livorno
Sconto Maxi
A new concept of supermarket which makes grocery shopping quick and easy,
through a dual approach involving a general food store where customers scan
Key data
their own purchases with a bar-code reader (or order online), and find the goods Format: neighbourhood supermarket
ready for them when they reach the check-out with their trolley of fresh goods Launched: 2008
250 sqm: total area of sales space
900 sqm: warehouse space
assortment of goods in a 2,700 grocery items
small and manageable space,
8 staff (2 part-time)
2009: 3,5 million Euros turnover
customers are fully satisfied,
while the retailer avoids the
restrictions imposed by the
In this way the assortment
Italian law on stores of over
of 2,700 items takes up a
300 sqm.
mere 100 square metres of
floorspace, instead of the
The concept usual 1,300 required for a
Conceived by an independent standard supermarket.
entrepreneur, Sconto Maxi The order method employs
is the first supermarket in the classic self-scanning
Europe to launch a system of system: the product on
purchasing that differentiates display remains on the
between general groceries
MARKET OPPORTUNITY and fresh food. shelf, and is simply scanned
In today’s cities, time and At the entrance the customer with the hand-held optical
transit between places takes an optical reader that reader, which records the
are critical factors in the makes an ongoing tally of the price and quantity.
individual’s daily schedule, groceries, without needing The bar-code reader
so any new ideas for to put them in the trolley, displays the price of the
simplifying and speeding up because the products on the desired item, along with the
the job of buying groceries shelves are only for display subtotal of the purchases
are bound to be a success. purposes (usually two for made so far. At the end of
If, as in the case of Sconto each product to ensure visual the grocery area is a row
Maxi, a store provides a wide impact). of consoles where the
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33. S conto M a x i - I T AL Y
items), and leader brands.
Retail is detail Conclusions
This system avoids altogether Thanks to the simple, speedy
the break of restocking and innovative purchase
shelves, due to the logistics procedures and the excellent
of the sales point. In the case price/quality ratio, even
customer plugs in the reader The other categories are of a short wait for the arrival though the supermarket
and checks his final order and all self-service, fruit and of the groceries, there is a is located in the outskirts
can make vegetables are chosen and special area appointed with of Livorno and involves
last-minute changes. weighed separately on vending machines distributing comparatively little advertising
Once the order is confirmed, the available scales. snacks and hot beverages. outlay, its fame has spread
it is relayed to the warehouse, In general, by the time the Alternatively, customers can quickly by word of mouth.
where a team assembles customer has picked his fresh purchase online and collect The turnover for the first year
the purchases into bags, goods the warehouse team their shopping from the reached 3.5 million Euros,
using software has finished making up the store during closing hours or and is expected to grow
that automatically bags of groceries and has during the lunch break. One also thanks to the increase
assigns separate sent them to the check-out, important economic detail in online sales with in-store
bags for the where the customer is billed not to be overlooked is the collection.
food goods and for both the groceries and the drastic reduction in theft,
toiletries, etc. fresh food together. which stands at around 3%
The customer The aggressive pricing is in retail turnover in Italy.
meanwhile made possible by an alliance
proceeds to the with a national purchase Key points of innovation
next area, where he group, and follows a policy of Swifter and more convenient shopping: wide assortment in small sales area
can take a trolley little advertising and special Flexible shopping: standard, or online with collection at the store
and buy fresh food. offers every day, contrary to
Notes on Retail Mix
The only department that the general trend.
Compact display layout
offers over-the-counter The assortment is simplified,
Essential assortment for each category: first price, private label (150 items),
services is the butcher’s, with three prices brackets
and leader brands.
which is run by an outside for each category of item: EDLP (every day low price) policy
partner company. first price, private label (150 Services: online ordering, with collection at the store; restoration area
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34. I T A LY - Bologna
Spazio Ambasciatori
Food as culture and culture as food:
a retail area strong in social interaction, deep in the heart Key data
of Bologna’s historic downtown Format: books and quality food concept store
Launched: December 2008
1,500 sqm: Coop Bookstore 70%; Eataly 30%
140,000 books; 66,000 titles
First year
involvement in historic - 850,000 visits
downtowns, which have seen - 170,000 book receipts
a steady dwindling of cultural - 84,000 food receipts
events and shops. The present - 500 events
situation therefore marks an Key data of Partners
interesting opportunity for 20 Coop Bookstore in Italy
retailers, who are now in a 5 Eataly outlets worldwide
position to open stores in
the city centre, in partnership
years. Their scheme involves cultural events scheduled
with local authorities in
the winning combination of throughout the day: the
urban renewal schemes. In
a Librerie.Coop bookstore venue opens at 8 a.m.
MARKET OPPORTUNITY the present case, the Coop
and the internationally (10 am on Sundays) and
In many cities up and Adriatica won its bid for the
acknowledged gourmet food closes at midnight. The
down the Italian peninsula, rehabilitation of an important
retailer Eataly, which has street-level area is assigned
the public has expressed historic building in Bologna
rapidly established a new to the more on-the-run
a growing need for more that had stood empty for
benchmark for high-level services and offers an area
gastronomy. for meetings devoted to
literature and the arts,
The concept plus a combined snackbar
Spreading over a space of and pastry-shop, “Caffè di
some 1,500 square metres Eataly”.
on three storeys, the Spazio The spaces upstairs host
Ambasciatori offers a books on travel and
combination of food, books, exploration, while the
and socialising around nearby “Trattoria di
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35. S pa z i o A m b a sc i a to r i - I T AL Y
Eataly” offers a variety of appointments and cultural
simple traditional Italian events focuses mainly on
menus developed in close book-presentations and
collaboration with the gourmet sessions held by
authoritative Associazione renowned writers and chefs, the 14th, 18th, and 19th Conclusions
Slow Food organisation. but also promotes concerts, centuries), which the modern The Spazio Ambasciatori
On the top storey, an area for kids activities, and innovative installations have managed project has successfully
books on the natural ideas like the “Librai per to integrate, such as the tackled the classical type of
sciences alongside caso” event, in which people open-backed shelving that co-retailing: by integrating
the children’s books from diverse occupations reveals the rough original on all three floors the dual
section is installed (journalists, businessmen, walls behind, while the offering of food and culture,
within the “Osteria or professionals) with a modern lights in the cafeteria the customer’s overall
del vino e della birra”, common passion for books have a handcrafted appeal. shopping experience is
a pub/winery run and reading are invited to Similarly, the chairs are in the notably enhanced, while
by Eataly, where in share their notion of the ideal classic Italian trattoria style, favouring social exchange
addition to stopping book collection. but made from aluminium. and also impulse purchases.
for a bite to eat, Another distinctive feature of The triumph of the
customers can Retail is Detail the centre is the skilled staff, enterprise’s first year is the
purchase a selection The innovative project has whose capable approach well-earned reward for this
of beers and wines. been devised by the Retail to assisting customers adventurous multi-target and
A large skylight affords an Design studio. comes from special training “situationist” concept store,
unusual view over the old The building in which the programmes held by the which has attracted a cross-
buildings that grace Bologna’s Spazio Ambasciatori is Coop School and Eataly. section of the public in terms
superb historic city centre. berthed boasts numerous of both age and occasion for
The Spazio Ambasciatori’s traces of its long ancestry visiting.
daily calendar of (including details from
Key points of innovation
Food and books: high quality, low snobbery
Strong in-store integration between food and books
Differentiated food offering for diverse occasion for the visit
Notes on Retail Mix
Product assortment: books, stationery, traditional italian gastronomic products,
high quality food
Catering variety: cafeteria, trattoria, pub
Staff trained in special schools
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36. SINGAPORE
Action City
How to invent, launch, and keep new intergenerational cult-objects
appealing: a concept store with a story-telling staff
and social media integration
Key data
Format: concept store for toys and cult-objects
stimulates purchasers through Launched: 2000
16 stores
a lively and inviting shopping
experience that works at
several levels.
to an innovative design object, suggesting other ways
The concept
team it has created gadgets to enjoy it to the full, such as
Big Box International is
that have become authentic using one’s sense of smell or
an integrated group that
cult-objects among both touch.
operates in the Asian market
youngsters and adults. Additional presentation
Market opportunity in the toys and games sector
One particularly successful support for the products
Today’s retail outlets devoted with interrelated activities
gadget is the “Breadou”, comes in the form of
to games-gadgets-gifts are that include the development
a line stress-relievers for sophisticated videos shown
often disorderly, jumbled and of new products, bulk
all ages in the form of to customers, but key input
unattractive, whereas the trading, and direct retail. With
confectionary (bread-rolls, is offered by the store
expectations of the customers Action City, the group has
croissants, doughnuts and
in this type of product are successfully created a strong
so on), made from NASA-
becoming increasingly brand ID around the concept
developed memory rubber
sophisticated. The Big Box of play that involves diverse
foam, and sold in displays
International group with categories of product: thanks
that resemble those of a
their Action City concept
typical bakery or cake-shop.
has taken the lead
In each case a wobbler label
with its carefully
fixed to the shelves or the
gauged offering
product explains some of the
that attracts and
less-obvious properties of the
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37. A ct i on C i ty - S I N G AP O R E
personnel, who are trained Conclusions
to wow the public with their The results are substantial – are plans to reach another
product presentations. Breadou alone sells around 20 in the coming five years
10,000 units per month, and (including Dubai, China,
Retail is detail the online fan club has hit the India, Philippines, Thailand,
Besides its strategy of widely 40,000 mark. Indonesia, South Korea)
targeted advertising, Action The group’s international through franchising
City is present on all the sales has expanded to cover and direct retail outlets.
main social networks on the 10 countries so far, and there
web, and maintains close
interaction with users and
with its growing fan-base, Key points of innovation
which has spawned Products highlighted in-store through trained
numerous related blogs. storytelling staff
Another way that fans Innovative toys styled on current trends and daily
can meet up and share situations
the fun is through the Strong interaction with social media and creation
many exhibitions and of online fan-base
events, such as the
Singapore Toy & Comic Notes on Retail Mix
Convention, which Ample assortment with innovative products
In-store information with wobbler labels and videos
besides generating
Enthusiastic staff dressed in “play-suits” in line
commercial contracts with
with brand ID
other operators, have become
one of the leading attractions
for end-users.
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38. SINGAPORE
Food Republic
The classic mall food court revamped: Food Republic offers a variety of spa-
arranged by theme, followed with art-objects that can be
ces each with a distinctive identity but integrated within a formula that offers
by the demos of the food handled and “felt” by the
a multi-sensory experience of high-quality eating, and whose format being prepared, which are diners. As for the elimination
can be applied to diverse locations then served up with a dash of unwanted smells and
of showmanship. Tactile noise, Food Republic has
input comes in the form of deployed state-of-the-artir air
lack of character, the déja-vu
the fittings, which are made purification plants that extract
menus, and the generally
with different material for cooking smells but leave the
mediocre fare proposed.
each dining area. The menus aromas and sounds of the
Food Republic has therefore
show a touch of creative food being prepared in each
decided to launch a new
pizzazz with 3D graphics, area.
concept of food court that
and each table is decked
aims higher and offers a more
attentive identity, closer to
that of the restaurant.
Key data
The concept
Format: food court
Market opportunity Each separate eatery or stall
Launched: 2005
The type of food court found within the food atrium has
33 food courts (China, Singapore, Malaysia, Hong Kong)
in most shopping malls its own unique theme, while From 1,400 to 3,000 sqm
around the world, including at the same time echoing
Asia, usually comprises a set the integrated identity of the
of specialised units which concept as a whole: from
together offer wide variety the display of food to the
of foods and ethnic cuisines. type of tableware, from the
Until now, customers have furnishings to the staff and
appreciated the convenience, their uniforms.
speed, and simplicity at The aim of the concept is to
affordable prices, but there provide an all-round package
is a rising number of people of sensory stimuli, starting
who are dissatisfied with the with the eye-catching décor
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39. F oo d R e p u b l i c - S I N G AP O R E
Retail is detail
Three huge LCD
screens broadcast
in-house infotainment Conclusions
programmes, while at Despite the financial crisis,
every corner touch- in 2009 Food Republic’s
screen monitors supply turnover grew by 15%, and
nutritional data and the chain expects to have
tips on matching food 39 locations by the end of
with beverages. 2010, continuing to vary
In one location, an its format by adapting it to
experiment is under each new location, such as
way with an electric the spectacular Food Opera,
And then there is the taste food-stall driven by a hostess, which recently opened in
factor: Food Republic who serves chilled drinks Singapore.
pledges to observe the directly at the tables. Overall
highest standards and quality the concept provides a
controls, whereby all food customer-oriented service
is tested every week for with friendly personnel,
excellence. who are also trained in
the aesthetics of food Key points of innovation
presentation, and can offer Top-quality food court with a strong integrated identity
creative advice on the menus. Versatile format that adapts to the specifics of each location
Notes on Retail Mix
Broad choice of styles of convenience dining (fish gourmet, Japanese, Korean…)
Multisensory ambience and stylistic consistency, from the décor to the staff uniforms
Customer-oriented service with intensive staff training programmes
Electric beverage cart driven by hostess
Events: competitions between operators, with journalists as judges, which generates
wide media coverage and articles that the operators can use for in-store authentication
Communication: in-house TV infotainment programmes, and touch-screen info-points
giving food tips (matching drinks/food, nutritional values, etc.)
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40. S PA I N
Tous
A new concept of a jewellery store that combines luxury with fast-fashion
in a modern and upbeat environment that offers a strong wow factor
Key data
and a multi-channel shopping experience Format: jewellery store
Launched: 2009
150 sqm
Data on Tous
Launched: 1920
375 sales outlets, of which 98 are shops-in-shop
trend by reinventing
2008: 300 millions euro turnover
the traditional idea
of jewellery and the
the chain launches 30 new more feminine and vintage,
jewellery store.
collections each year. and is divided into four zones
In 2009 Tous created a new according to the products
The concept
concept store which, taking offered, with an easily
The Tous chain dates
its cue from the identity of navigated internal layout and
back to 1920, and today
the preceding format, aims versatile display systems by
boasts 375 outlets (of
to improve the shopping which the shelving doubles
which 98 are shop-in-
experience for the customer up as counters for showing
shops) in 42 different
by offering broader service. products when the store is
countries. The assortment
Covering 150 sqm, the new crowded.
proposed is very wide in
store has a revamped look,
Market opportunity scope so as to embrace a
Recently the jewellery market variety of different target
has seen a rapid rise in the groups, with a strong accent
demand for a format based on “inspirational style”, which
on the concept of fashion- proposes fashion-jewellery at
jewellery and accessible accessible prices. The chain’s
luxury. With its new concept success was cemented
store Tous, the Jewelery further with the introduction
Company has found an to this sector of the concept
effective way to tap into this of fast-fashion, and currently
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41. T o u s - S PAI N
including repairs to jewellery,
intensive training for the
personnel, which is accessed
via an online “mystery
shopper”. Also provided
online is a full training
schedule for the sales staff.
With this new concept store,
Tous has endorsed its brand
identity, completing the
atmosphere generated by
The spacious entrance foyer to enable a closer the layout and display with
accommodates all the silver examination of the detailing. Tous fragrances and Tous
and costume jewellery, Another zone is delegated music, ensuring a fluid and
displayed in a way to foster for accessories, a category homogeneous ambience. and in 2010 expects to open
customer interaction, thanks that Tous had expanded to another 57 stores, many of
to the affordable price include sunglasses, key-cases, Conclusions which will adopt the new
shown with attractive clarity; luggage, handbags, perfumes, Tous is continuing its plans format, which has been
owing to its layout, this area objects for the home, and for international expansion, convincingly successful.
encourages customers to also sports items. Lastly, the
move with ease, zone at the back of the store
choose their items is assigned for more special
themselves, and purchases and for the best Key points of innovation
move on toward clients, who are greeted with A “liquid” jewellery store: multi-target, with a range of purchases
Transfer of the fast-fashion concept to the jewellery category
the checkout, and a cup of coffee or a glass of
hence requires champagne, so as to render
Notes on Retail Mix
no staff. A second the sales operation more
Assortment: ample, deep and targeting various types of shopper, from
section is reserved empathic.
classic luxury to accessible luxury
for more expensive
Fast-fashion approach, with the launch of 30 new collections each year
items made of Retail is detail Services: specialisation in jewellery repair
gold and precious One of the primary concerns Empathic, customer-oriented staff
stones, displayed for Tous continues to be Convenient layout with areas the prompt purchases on the move
in elaborate customer satisfaction. For this Displays devised to make products more accessible
showcases reason the company offers Speciality Tous fragrances and music (brand ID)
provided with exceptional service both
magnifying glasses during and after the sale,
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42. S PA I N - Barcelona
Danone Store
For its first brand store, Danone returns to its Catalan origins and creates a space
dedicated to its consumers to recount its history and the constant innovations
of the product, to promote trust in the brand, to illustrate the beneficial properties
of Danone products and encourage healthy eating and living habits
the city where the company
started up in 1919. In the
Key data
retail area, alongside its
Format: brand store
leading products, Danone Launched: 2009
recounts the history of its 340 sqm
unstinting commitment to
improvement with a section
of information regarding diet
and healthy eating, two of the lettering. The style is futuristic with a good price/quality
Market opportunity company’s key themes in the throughout and the decor ratio. To the left lies the
These days, major brands are past few years. follows the brand’s hallmark brand museum dominated
responding to the greater white-and-blue colour by one of the original old
need for direct physical The concept scheme. The 340 sqm of delivery vans used in the old
contact with consumers as a The Danone brand store floorspace is divided into five days, where customers can
means of involving them and faces on to the Diagonal, distinct areas. At the entrance browse and purchase historic
listening to them, trying out one of Barcelona’s strategic is a yogurt bar, a tasting area Danone adverts and signs. In
new products and providing thoroughfares, with a lively where customers can mix the Yogurt Museum, thanks
an all-round vision of the frontage dominated by and match different products to a bank of interactive
brand’s values. For its own the company logo in giant with an ample choice of displays visitors can have
response toppings. Nearby is the fun exploring the history of
Danone has snackbar realised in tandem yogurt and Danone’s own
decided to with a Spanish partner, where story, with its fundamental
open its first the menu is attentive to policies of health, R&D, and
brand store nutritional values and offers communication, following the
in Barcelona, certain unusual proposals history of the brand through
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43. D a none S to r e - S PAI N
the more famous Danone
advertising campaigns down
through the decades.
Retail is detail
This innovative space offers
customers the opportunity
to taste different types
of yogurt and also frozen
yogurt (also take-away),
including several exclusive with tips and guidelines for
With this outlet Danone has
varieties that a healthy diet in a retail area
followed a trend started by
have not yet that seamlessly unites the
other world-famous brand
been put on the sleek interiors and modern
names that have opened
retail circuit. graphics with selected objects
specific stores to endorse
Two conference that transmit the values and
their own products and foster
rooms hosts history of the Danone group.
greater customer interest.
seminars on
nutrition and Conclusions
healthy eating Danone may consider the
habits. The idea of opening other stores
personnel in after this trial run inaugurated
the customer care section is in April 2009 to coincide Key points of innovation
composed of nutrition experts with the company’s ninetieth Storytelling and brand edutainment for customers
who can provide visitors anniversary celebrations. Exclusive chance to try out new yogurt products
Notes on Retail Mix
Environment: high-tech styling blended with elements of the Danone tradition
5 separate areas: yogurt bar; restaurant; merchandising corner; interactive
museum; auditorium for seminars
19 different yogurt toppings
CRM area for interaction with customers
Services: workshops offering guidelines for healthy eating, and food education
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44. SWEDEN
Laxomat
An automated delicatessen based on RFID technology that addresses
the growing needs for the growing demand for flexibility in consumption
and purchasing
Key data
Format: automated delicatessen
restaurateur, set up his
Launched: 2005
business in 1996 specialising
4 outlets
in local dishes based on
27 sqm
salmon and vegetables.
Open 24/7
When his customers urged
him for longer opening-hours,
Lagnell took advice from
an outside consultancy and accessible at all hours, and kitchen area. The purchasing
decided to open a parallel offering an assortment of procedure is simple: the
business – integrated with takeaway dishes. customer runs a credit card
the restaurant, however – The Laxomat is situated near in the slot by the entrance,
that could fulfil customer the restaurant proper, so as to types in a PIN number,
Market opportunity
requirements around the provide integrated activities and the door opens. Once
Consumers are expecting
clock. with an active service inside, the customer picks
ever greater flexibility in their
The solution was an entirely 24/7, as well as simplify up a shopping bag, chooses
shopping, starting with store
automated self-service food the operating logistics. All among a selection of dishes
opening hours.
store open 24 hours a day, products are labelled with an and drinks, then places the
To address this demand by
running on RFID technology. RFID tag created onsite in the bag on a counter where the
extending shopping hours
RFID interrogator reads the
entails a proportionate
tags, showing the all the
increase in running costs, THE concept
items it contains on a screen.
most of which derives from 2005 saw the launch of
The customer then inserts
an increase in staff. the first Laxomat outlet, a
his credit card and signs for
Christer Lagnell, an fully automated store with
the purchase on the screen,
independent Swedish a footprint of only 27 sqm,
and when he takes the
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45. L a x om a t - SWEDEN
Conclusions
Given the concept’s success,
three new centres have been
opened. At present the chain
totals 350,000 purchase
receipts per year. As the
cost of the RFID food-tags
receipt, the exit door opens is steadily decreasing, and
Retail is detail
automatically and he can now the demand for readymade
The name Laxomat is a
leave. dishes at any hour is on the
combination of lax, meaning
If the customer has made no rise, the concept promises
salmon in Swedish, and
purchases, he still uses his to offer some interesting
automat. Some of the
credit card to enter development margins in the
best-selling dishes are local
and leave, and the near future.
salmon-based specialities.
registration of his The Laxomat’s proximity to
card details is a the restaurant ensures greater
deterrent to theft. surveillance and security at all
To ensure customer times, day and night. Key points of innovation
safety, the interior Fully automated store open 24/7 using RFID technology
of the store is also Integrated with nearby restaurant
covered by CCTV
connected to the Notes on Retail Mix
web. Assortment: readymade hot and cold dishes; local specialities
based on salmon
No staff required
Local touch: dishes based on salmon (the national speciality)
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46. SWITZERLAND - Bern
Westside
A multifunction urban centre that combines a large park with residential units,
Key data
retail mall, leisure amenities, and tertiary sector activities set Format: multifunctional complex
within a complex of low-impact design Launched: 2008
141,500 sqm, 23,500 sqm of shopping space,
3,000 sqm of gastronomy and food courts,
10,000 sqm of swimming-pool and spa facilities
business facilities. When that 55 stores, 10 eateries/bars
mixture achieves a positive 95 apartments, and 22 rooms for senior citizen care
balance, such zones inject 144 hotel rooms
new life into the urban fabric
4.2 million visitors in the first year
350 euro million investment
and offer significant sources
2008: 125 millions euro turnover
of investment.
The concept as a pole of attraction alive Almost half the total area
The concept both day and night rather of the complex is covered
Market opportunity Westside lies at the gates of than offer another hulking with a dense park designed
Urban development in today’s the city of Bern, the Swiss shopping complex. Instead, to Swiss standards, and the
cities requires the creation capital, and its catchment Westside provides a place leisure activities proposed
of multifunctional zones in radius of 45 minutes’ drive where people live or meet include a multiplex cinema,
which housing is integrated comprises around 1.2 million for work, and above all, a a swimming-pool with
with modern retail areas that people, a significantly high place to spend one’s free health spa, and a food court
offer a mixture of commerce, figure for Switzerland. time in a pleasant and with 10 eateries. The retail
leisure amenities, culture, and The complex was designed stimulating environment. hub comprises 55 stores,
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47. W ests i d e - S WI T Z E RLA N D
offer panoramic views over
the landscape outside, both
natural and manmade. The
site of the Westside complex is
also significant – sitting astride
a motorway, it is highly visible
and also easy to reach for
people travelling to and from
Bern by car. The complex’s
popularity rose recently when
including H&M, Globus, Peak The façade of the shopping it was chosen as the location
Performance, Marc O’Polo, centre is made of timber for an opera broadcast live on
and Levi’s. Westside has obtained from sustainable television.
also become a destination production sources, and the
for business meetings and complex as a whole employs Conclusions
seminars, thanks to the cutting-edge energy-saving Westside has become a crucial
related infrastructure and technology. Lying a mere ten reference point for the city
hotel facilities. With this minutes from the city centre, of Bern, and attracts people
formula Westside offers a Westside is well served by from a wide catchment area Key points of innovation
multipurpose pole targeted at public transport, thereby thanks to its high degree of Harmonising of the complex’s different
innovation and to the frequent functions
a wide cross-section of end- greatly reducing the use of
events that animate the centre. Balance of natural and manmade
user – there is also a senior private vehicles and curbing
Design with high level
subsequent pollution. It registered over 4 million
of eco-compatibility
visitors in the first year of
Retail is detail opening.
Notes on Retail Mix
Designed by the renowned
Offering: residential facilities, leisure
architect Daniel Libeskind, amenities, retail, hotel
Westside is conceived as Multi-target urban mix: large park,
a harmonious integration homes for senior citizens,
of natural elements and business facilities
modern forms, based on Location with low-impact
a combination of cubic on the environment: public transport
components. Numerous and direct access from the motorway
citizen residential facility. skylights provide ample
One of the project’s key natural illumination through
concepts was respect for the all the pedestrian causeways,
environment. and large glazed sections
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48. UNITED ARAB E M I R AT E S - Dubai
Ajmal
A new concept of ethnic chic offering a modern presentation
of traditional Arab perfumes, while conquering a Western clientele Key data
through its integrated shopping experience Format: perfumery
Launched: July 2009
120 sqm
Assortment: perfumes, oils, oudh-based scents
while also expanding at 100% private brand
100 stores already open, another 100 scheduled
international level. To do
this, they have created a new
concept store, which opened atmosphere, and encloses a women change their perfume
in the Burjurman Shopping special area dedicated to the in the course of the day –
Mall in Dubai in July 2009, oudh, a precious resin that using one for the morning,
where it now attracts a is contained in most oriental one for the afternoon, and
broader target shopper and perfumes, and costs up to another for the evening – and
no longer only Arab men and 1,000 US dollars per gram. often make their purchases
women. To address the eastern once a week.
customers’ expectations Fragrances are used as a
The concept and attract a flow of visitors means of self-expression
Market opportunity The new concept store aims through the sales outlet, a and are chosen according
Ajmal Perfumes is the United to modernise the brand fairly large area is reserved to mood, denoting a distinct
Arab Emirates’ leading name image and the customer’s for new products. Generally difference from the western
in the perfume sector, which shopping experience. The speaking in the Middle East, tradition, where the customer
has integrated its activities store is divided into three
both as producer and as areas. Two of these are
orchestrates the different
retailer with a network of in the front of the store,
types of perfume as a means
over 120 specialist stores one assigned to packaged
of guiding the customer,
in various countries across perfumes, and the other
distinguishing the western
the Middle East. The group focused on the select range
and more delicate perfumes
decided that this is an of essential oils, encased
from the typically stronger
opportune moment to in precious handmade
eastern ones. The rear of the
boost its domestic markets, glass containers. The layout
store offers a more intimate
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49. A jm a l - UNITED ARAB E M IRA T E S
devoted to oud-based
perfumes is less brightly lit, to
make the area more intimate
and create a mood in keeping
with a product that requires
wears a single perfume for containers. The graphic special respect and attention.
the entire day, and tend to device used throughout is
keep a certain habit over the a winning blend of western Conclusions
years. and Arab geometric forms, The new concept store is right
and symbolises a cloud of on target with its primary
Retail is Detail perfume dissipating in the objective of bringing Arab
The company has developed air. The decor colours are perfumes to the attention
an integrated visual identity mostly warm, with gold of a wider audience. While In the next 24 months, the
that is proclaimed coherently predominating, to convey the group’s stores have concept will be applied to
throughout the store and in high quality and luxury in a generally recorded a clientele the stores already opened,
the packaging, along with welcoming and modern way composed solely of Arab men and 35 new openings are
the in-store advertising to the international clientele and women, the presence of envisaged over the coming
and furniture details, that makes up the main Europeans and Asians in this 36 months.
including custom displays, target. Considerable attention store is around 40%, with
lighting, and special oudh has been given to the lighting a greater number of male
in particular – in the perfume visitors.
area the light is more intense
Key points of innovation
and direct, drawing attention
Innovative mixture of tradition and modern ideas
to the department with the
Ethnic chic shopping experience
largest turnover of goods,
and to give a more youthful
Notes on Retail Mix
touch to the interiors. In the
Unique assortment
essential oils section the light
Intensive customer-oriented service
is softer, with museum-like Some hand-crafted packaging
display systems to underscore Contemporary/traditional atmosphere
the preciousness and quality Mid- to high pricing
of the products. The area
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50. USA - Seattle
15th Avenue
Coffee and Tea
A new coffee shop from the Starbucks Group that innovates in two directions:
an assortment that offers new proposals each day, and includes beer and wine;
and a more locally oriented philosophy that offers a platform for involvement,
by which the clientele can decide the type of music played, the events,
and which non-profit organisation to support
Market opportunity
Despite the general drive Key data
towards globalisation, more Format: coffee shop
and more people are seeking Launched: 2009
Starbucks Group
solutions of a more local
nature. This trend has been
harnessed by Starbucks as
part of its strategy reshuffle
to cope with the drastic The concept though the brand’s spirit is
slump the company has The early results have still present, given that the
faced in the last few years. validated the “Schultz staff was largely siphoned off
The founder Howard Schultz, treatment”, on the one hand from the “mother” chain.
who returned as CEO, set two restoring credibility and The interiors are furnished
priorities: on the one hand to prestige, and on the other with a notable quota of
streamline by closing down providing the necessary funds recycled materials, such
weaker outlets, and on the to launch the new label 15th as the seating, which was
other to overhaul the core Avenue Coffee and Tea. salvaged from a disused
selling feature of the group The pilot outlet opened in theatre.
(coffee), and to launch a new Seattle in June 2009 and its The decor is predominantly
chain entitled 15th Avenue concept is distinctly different wood and metal, establishing
Coffee and Tea, which pivots from all the previous trials a simple and almost raw look
on a local, street-level ethos. attempted by Starbucks, even that contrasts with the living-
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51. 15 th a v en u e - USA
retail formulas of assortment,
pricing, events, solutions, and
initiatives.
The store’s different
positioning from the standard
outlets has enabled the
Starbucks Group to target a
type of customer who was
until now off the radar.
room style of the traditional what non-profit organisation
Starbucks outlets. or local support-group to
Moreover, the assortment at devolve the annual CSR quota
15th Avenue Coffee and Tea to.
shatters the Starbucks
taboo against alcohol Retail is detail
by including beer and Each day new products and
wine, a choice that variants are introduced so as
Key points of innovation
triggered a backlash to provide customers with a
Local approach with customer input on the choice of music, associations,
from the American wider choice than they would and events staged in store
analysts, who however get at a traditional Starbucks.
looked approvingly
Notes on Retail Mix
on the local factor, Conclusions Customer-oriented service with user-generated experience
given that the joint The plan is to expand the Core product remains coffee, with beer and wine included
hosts book-readings, 15th Avenue Coffee and Tea in the assortment
concerts, and other concept so that it becomes New proposals introduced every day
events related to an independent chain, but Furbished with recycled materials
the city’s artists, and aside from this possible Simple, “raw” environment
involves the customers development, this new
in the daily running of concept of coffee-shop
the store, such as what has provided an ongoing
music to listen to, or laboratory for testing out
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52. USA - Austin
Office Depot
The first prototype of the “green” office superstore addresses the growing
expectations of customers, while in turn prompting compliance Key data
among both customers and staff Format: green concept store for office supplies
Launched: 2008, in Austin (Texas)
Office Depot Data
complies with the “Leadership 1986: company founded with the opening of the first
in Energy and Environmental retail outlet in Fort Lauderdale (Florida)
Design” (LEED) standards. 1,100 stores (USA and Canada); 400 stores
(rest of the world)
THE concept 2008: $14,5 billions turnover
In July 2008, Office Depot
opened its first “green” outlet only aims for all-round entrance; while those who
in Austin, Texas, as part of sustainability in its own arrive on a bicycle (both
the company’s environmental operations, but advises customers or staff) are
commitment towards the customers on their forms of assigned dedicated bike-
demand for green products, compliance, starting with the racks. The illumination of
Market opportunity a green lifestyle, and a green parking lot, where visitors are the store relies on daylight
American customers are sales policy. Among the informed that the concrete filtering through 50 skylights,
becoming more insistent special features of the store floors are made from recycled covering around 90% of
on eco-friendly products are light systems triggered by materials, and that the white the store’s needs. Recycled
and increasingly expect sensors installed in the offices paint reflects the sun’s rays, products are present
the retailers themselves to and the restrooms; water- thereby helping to keep the everywhere, including 30%
adopt sustainable models efficient plants; and floors parking lot cooler with less of the concrete floors, and
of conduct at all levels of coverings made from 60% impact on the environment. 90% of the partitions. The
their activities. To address recycled building materials Customers who drive low- shopping trollies were
this demand, Office Depot, with a low-carbon emission emission (hybrid) vehicles purchased second-hand and
the world leader in office quotient. and those who share an simply spray-painted. The
supplies, has designed the In tune with the company’s automobile are awarded vast assortment of products
first prototype of a store that polices, Office Depot not a special zone nearer the includes a great many green
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53. Of f i ce De p ot - USA
Conclusions
Office Depot is satisfied with
the results achieved with this
concept, and has decided
that all the new stores that
they open from June 2010
onwards will be LEED-
compliant.
items, from recycled paper to and toner cartridges, and
regenerated toner cartridges, other technological products.
solar-powered backpacks, The store is also equipped
and CFLs (compact with systems for recycling
Key points of innovation
fluorescent lights). or regenerating items on
All these green products the premises, thus avoiding Integrated approach to green issues: processes, products, services
are clearly labelled and their disposal as waste. The Attentive campaign to encourage compliance among customers and staff
easy to locate, and are staff that arrives at work
contained in the Green on bicycles are rewarded Notes on Retail Mix
Book listing over 3,000 with a “maintenance kit” Wide assortment of products, found also in Office Depot’s own Green Book
products present on- that includes the free use Services: graphic design, printing, reproduction, mailing, shipping
site. of a pump and patches for Green solutions: use of daylight; solar panels; high-performance reflecting
repairs, thereby promoting membrane on roof; use of low-carbon-emission materials
Retail is detail consistency with its green Recycling convergence point within the store, with an area assigned for
The store also serves message among the
defunct mobile phones
as a collection workforce as well.
Kiosk outside the store informing customers and staff on transport options
point for objects
available in Austin
and materials that
Multi-channel: sales through office supplies outlets, representatives, internet
customers no longer use:
sites, direct marketing catalogues, and call centres
paper, cell-phone batteries,
rechargeable batteries, ink
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54. WEB - France
clubatcost.fr
The “warehouse club” model goes online in French style
with the sale of fashion items at “cost price” and revenue
driven solely through member
Key data
Format: e-commerce of fashion clothing at cost price
Launched: 2009
1 e-commerce website (www.clubatcost.fr)
and 2 showrooms (Paris and Montpellier)
48 staff
Market opportunity designer clothes, in which 11,000 members
Retailers say “cut-price, the value of the label never
special offer, end of season”, seems to quite justify the
etc., but it is never clear just price, which has often been particular in non-food sectors to 70% cheaper than they
what the “right” price is, and raised up to ten times. The such as clothing. are in the stores with an
people often get the feeling climate of growing consumer equivalent level of style and
they are paying too much, awareness and diminishing The concept quality. The company’s slogan
particularly when it comes to incomes has created new Clubatcost.fr has found is simple enough – “No
fashion products where prices opportunities for retail a smart way to address intermediaries, advertising
fluctuate swiftly, depending businesses to focus more the dual expectations of costs, or marketing”. A pair
on the retail channel and on on the intrinsic values of the its customers, with low, of Clubatcost.fr jeans comes
whether the sales are during products, and selling online transparent pricing using to €21, practically the cost
or after a season. Such doubts offers an interesting support an innovative commercial price. The retailer’s profits
are particularly strong toward for this type of enterprise, model, offering items up lie entirely on the yearly
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55. c l u b a tcost . f r - WEB
subscription of 120
that each customer
pays to buy on the
website, adopting the
warehouse club-type (40 to 50 new-entries
of business model. per week), high quality
Part of the (production guaranteed
company’s success stems guarantee of a 100% refund. from suppliers who
from its stringent policy of Furthermore the site offers work for the top fashion
transparency on pricing – for a highly useful system of brands), close attention to
every product the buyer sees visualising the product the fashion trends of the
the cost price relative to the on-screen high resolution, season, and the utmost
country of production, the image rotation, zoom), and speed in processing
total for taxes and the costs has now made it possible for orders.
for shipping and logistics. customers to try the items
At the very end, the on in the showrooms in Paris
“Clubatcost price” is clearly and Montpellier.
Key points of innovation
indicated online, and always E-commerce concept store that sells clothing at cost price and earns profit
compared against the Retail is detail only from the site subscriptions
regular price in the high- Clubatcost.fr’s offering of Transparent and appealing indication of prices
street. Another key feature female fashion is divided Very fast delivery (48h)
of Clubatcost.fr is the ease into three styles (basic,
of shopping online with a contemporary, and easy Notes on Retail Mix
living), besides a line of Assortment: 100% private label; three styles: basic, contemporary, and easy-
medium and high quality living, plus a high-end range. 40–50 new items put online each week
items that employ precious Prices: around 70% lower than those found in traditional high-street stores,
materials such as cashmere of the same quality and style
and leather.
Personnel: 48 staff, including 15 product managers and designers
Services: delivery within 48 hours, payment 7 days from delivery, refund 100%
To keep customers coming
guaranteed (within 14 days of delivery); all services are completely free to
back to the site, the company
encourage customers to order online
has opted for a “fast-fashion”
Website: sophisticated system of visualisation of every product
type or retailing, by ensuring
Multi-channel: two showrooms to give customers the chance to try clothes on
a rapid turnover of the Media: daily newsletter with updates on the latest bargains and new-entries
collections
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56. WEB - Great Britain
mydeco.com
A Web 2.0 portal that provides inspiration and guidelines for consumers
to customise their own interior furnishings and home decorations,
also enabling interchange between members of the community
combinations. For this reason,
Mydeco has addressed the Key data
challenge with a concept that Format: 2.0 portal
is garnering considerable Launched: 2007
success: an online platform Founders: Brent Hoberman and Martha Lane Fox
based on a multi-brand 5 mln SKU
catalogue connected through 35 staff
the web with each brand’s 2,000 retailers involved
80,000 active members of the community
site, enabling customers,
fanatics, and professionals
who have joined the
community to swap ideas and
put forward their own hybrid 500 retailers and combines
interior designs. the broad selection with
Market opportunity 3D software that allows
As with other pioneers of The concept end-users to design their
Web 2.0 sites, the Mydeco Mydeco was founded in 2008 own interiors, be it a room
online concept store devoted with the backing of high- or an entire house. So far,
to interior design and home profile personalities such some 1,000 such designs can create a “moodboard”
decorating has taken its cue as Skype co-founder Niklas have been completed (and by selecting from among the
from the fact that people Zetterström, and Sir Terence archived). Consumers can many components available
are becoming increasingly Conran and Philippe Starck, upload photos of the room on the site; alternatively they
diffident towards brands per who are on the board of they intend to decorate and can consult other people’s
se, and prefer to concoct directors. then modify the colours with moodboards, and take part in
their own hybrid styles and Mydeco offers products from a click of the mouse; or they design competitions, showing
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57. my d eco . com - WEB
opportunities: the total
customisation of the style
of one’s home or of a room,
off their creative flair with the a minimum 3% cut on the
including articles from
interactive 3D design tools. sales. Members can upload
lesser-known designers;
Another important utility is images of their projects, and
the chance to share skills
the application Buy the look a Mydeco team evaluates
Conclusions and get inspiration from
for less. If a consumer finds a whether to put them into
The project is enjoying experts and other members
room he or she likes but the production; in this case
notable success for the of the community; and the
price seems too steep, one Mydeco receives a 12% cut of
innovative model it employs. opportunity to spend less
just clicks the Buy the look each project sold.
Through its platform while still solutions suited for
for less button and Mydeco
Mydeco offers a variety of one’s chosen style.
proposes a cheaper version of Retail is detail
the room that keeps its style. Typical of other social media
Purchasers can also build networks, Mydeco also carries
their own “Wish List”. online community blog where
The actual sale of the items members can exchange Key points of innovation
is effected by the retail ideas, plans, and design tips: Simple procedure for transferring customers’ ideas on home design solutions
partners of Mydeco, who get here they can chat about Platform that encourages sharing of skills and ideas among community members
a 12% cut on all products what’s new and hot on the
sold as a consequence of the design front. More stimuli is Notes on Retail Mix
user traffic those partners provided by the company’s Prices: supplied by each product’s brand and aligned with the company’s own
have recorded on the site. own bloggers, who showcase website
Community members can chosen interiors and designs Single channel: website
also earn something: every and analyse the emerging Assortment: wide selection of furniture and accessories for the home, with some
time a product is sold from a exclusive products created by members
trends.
Communication: blogs, web communities, and social media
room they designed, they get
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58. WEB - USA
groupon.com
Groupon – a handy contraction of group + coupon – is an innovative website that
runs special deals on products and services which change every day, and are only
valid if the online community buys a preset minimum number of coupons, following
a mechanism that has so far earned enthusiastic ratings and high sales turnover
Key data
Format: e-promotion
Launched: 2008
2 million members across the United States
1.4 million Groupons sold since its launch
2010: 350 mln$ revenue
48 cities in the US covered
(100 within the end of 2010) and London
tipping-point established of-mouth and the active
beforehand from case to involvement of certain people
case. Groupon focuses on a in campaigning to reach the
wide range of special deals right quota of people. All
(such as tickets for shows, past deals are listed on the
dining out, courses, club website so that everyone
memberships, etc.), which can see the results of each
Market opportunity The concept differs for each city. campaign: for instance, the
The growing trend for saving Groupon’s slogan is At times their success has annual membership to the
money through collective “collective buying power”, and proved dramatic, such as the Art Institute of Chicago with a
buying is a rapidly growing its novel mechanism is based Groupons for a production 64% discount garnered 4,913
facet of new consumerist on bargain deals for services, of Faust at the Chicago Lyric Groupons; the $50 vouchers
philosophy, and Groupon has gift vouchers, and products. Opera, which sold out in a for jeans worth $125 from
taken advantage of the web’s Each deal is valid for one few hours; a similar thing Denim Lounge were snapped
capacity to spawn virtual day only, and is not activated happened with tickets for a up by 1,269 Groupon
consumer groups to this end. unless the number of Chicago Cubs game. members. The returns on
subscribers reaches the preset The system works by word- the system also lies in the
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59. g r o u p on - WEB
In 2009 Groupon received
a block investment of 30
million dollars from the Pal
Alto-based company Accel
Partners, whose portfolio
added sales generated by with Groupon, including includes Facebook and
the Groupons themselves, the company’s hands-on ComScore. Groupon’s founder
by which members tend assistance in handling the and CEO Andrew Mason
to spend another 60% sudden surge of requests. expects to hit the figure of
each time they utilise their Today there is a waiting list 350 million dollars in revenue
Groupon deal. of 100 companies, including by the end of 2010.
both retailers and service
operators, to become partners
of Groupon.
Conclusions
Groupon has already
expanded into many markets
in the United States, starting
with Chicago, followed Key points of innovation
Retail is detail
by Boston and New York, A winning publicity mechanism that generates a high turnover
The launch of a Groupon
and has quickly covered
has proved an excellent
48 cities, wiht another 100 Notes on Retail Mix
and highly focused way of
expected within 2010. In Assortment: most Groupons focus on services: restaurants, service gift vouchers
spotlighting the respective
the United States alone it (manicures, etc.), museum memberships, courses (diving, hypnosis, etc.)
partner, as well as generating
has over 2 million members, Deals are local and tailored to the expectations of each market,
a high sale turnover in a drawing from online review sites such as Yelp
and Chicago has 220,000
single day. Various retailers Groupon is linked to social networking via Twitter and Facebook to accelerate
subscribers to the Groupon
have stated satisfaction and boost awareness of the offers
newsletter.
with the results of working
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60. WEB - USA
zappos.com
Providing an excellent online service full of surprises and entertainment,
Zappos has achieved success in e-tailing without resorting to price cuts
or advertising – in ten years its turnover leaped from a million to a billion dollars,
thanks to the enthusiastic service and a hand-picked crew of highly motivated staff
achieve, and that it is also
one of the main indicators of
success for any company in
the long term. Other studies
have revealed the hurdles Key data
of selling “sensory” products Format: e-tailer
online, such as clothing and Launched: 1999
footwear. Zappos.com has 2007 records gross profits
Market opportunity successfully tackled these two 2009: bought by Amazon.com
The growth rate of Zappos. fronts by pivoting its sales 2009: $1 billion turnover
com’s online retailing strategy on customer service. 900,000 products (footwear, clothing, accessories)
business keeps rising, and Although this has required 2009: E-tailer Award at the World Retail Congress
forecasts indicate that in the substantial investments to
United States it will continue the detriment of marginal
The product offering Zappos.com aims to take
to expand by 6 to 8% each gains in the short term, the
comprises a huge range of the customer by surprise
year for the coming five years. word about Zappos.com
items and accessories in a with a high and unexpected
Even sharper increases are has spread, making it an
wide range of sizes, styles, standard of service: free,
expected for the online sales obligatory port-of-call for
and over a 1,000 leading overnight shipping of orders,
of footwear, clothing, and demanding online buyers,
makers of footwear. In order and excellent after-sales
accessories overseas. despite all products being
to smoothly handle the service, with the chance
sold at list price, owing to
million plus orders it receives, to return purchases within
The concept the company’s decision to
the group has invested time 365 days, even if due to a
Many market studies have effect discounts and sales
and money in logistics and customer simply changing
shown that client satisfaction only through their completely
internal operations. their mind.
is increasingly hard to separate outlet, 6PM.com.
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61. z a p p os . com - WEB
with a $1,000 handshake -
the amount of people who
accept this form of firing is
only 10% and this system
has reduced the turnover of
Zappos.com has outlined its 6. Build Open and Honest long-term staff, ensuring the of 2009 Amazon.com, the
mission with a list of ten core Relationships With company greater continuity biggest online retailer in the
values, which it encourages Communication in the service offered to its United States, bought up
its 1,400+ staff to share and 7. Build a Positive Team and customers. Zappos.com, declaring that it
honour: Family Spirit would nevertheless continue
1. Deliver WOW Through 8. Do More With Less Conclusions to run the concern with
Service 9. Be Passionate and Set up in 1999, the group continuity and differentiation
2. Embrace and Drive Determined grossed over $800 million regarding its own business.
Change 10. Be Humble in merchandise sales in The innovation may entail a
3. Create Fun and A Little 2007. It is therefore no small broadening of the categories
Weirdness Retail is detail wonder that in the summer presently covered.
4. Be Adventurous, Creative, Besides the call centre and
and Open-Minded chat-line on the site, there
5. Pursue Growth and are 500 staff members ready
Learning to answer queries on Twitter, Key points of innovation
Facebook, and MySpace. To Online business focused on excellent service and not price
get on the Zappos.com team
is not easy and requires a Notes on Retail Mix
great deal of commitment
Full-price on purchases
Vast assortment of well-known national and international brands
and personal responsibility.
Service: free shipping; 100% no-fuss return policy within 365 days
For this reason, if a trainee
of purchase; enthusiastic personnel
does not meet up to the
Media: intensive use of social media and word-of-mouth publicity
exacting standards of the
company, he or she is let go
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62. a c k no w l e d gments
Special thanks to:
• Roberto Chelucci (Sconto Maxi)
• Nicola Farinetti (Eataly)
• Laura García (Tous)
• Cristina Larrumbe (National Geographic)
• Paolo Lucchetta (Retail Design)
• Domenico Pellicanò (Librerie.coop)
• Tiziana Primori (Coop Adriatica)
• Francesco Pietrangeli (Pirelli Tyre)
• Rossana Subrizio (Chicco Artsana)
• Andrea Trillo (Danone)
Thanks also to the Ebeltoft members and team:
• Luke Lim, Chew Lay Bee (A.S. Louken)
• Deborah Smith Cabrera, Xavier Kaffmann (Dia-Mart)
• Marco Fuhrer, Franziska Luthiger (Fuhrer & Hotz)
• Renato Müller (Gouvea de Souza & MD)
• Constanze Cravaack (Gruppe Nymphenburg)
• John Williams, Jim Okamura, Julia Kang (J.C.Williams Group)
• Irene Gilardoni, Ilaria Zanette (Kiki Lab)
• Magda Espuga, Mireia Martì, Gibet Moll (Kiss Retail)
• Laura Ann Brown, Neil Stern (McMillan Doolittle)
• Monica Lucas, Stephen Walsh (Pragma Consulting)
• Bijitesh Mallik (Ramms)
• Michael Skou, Mette Skovgaard Frich (Retail Institute of Scandinavia)
• Raffaele Miraglia (honorary member)
Photos have been supplied by Ebeltoft members or directly by the retail firms
Translation:Andrew Ellis - Word Studio
Technical Editing: Neil Stern (McMillan Doolittle)
Fabrizio Valente, founder partner of Kiki Lab and founding member
of the business alliance Ebeltoft, has coordinated the 2010 research
120 R etail I nnovations 6

63. B eyond every horizon, new horizons always rise
(Michael Ende)
The crisis under way is accentuating the polarisation between the mass of operators on the one
hand who are shy of innovating, and on the other those of a more daring and long-sighted nature
who continue to allocate resources and ideas toward renewal, and even undertake restructuring and
streamlining operations in parallel if necessary.
Retail
Investing in innovative projects at the present juncture therefore represents an even greater opportunity.
Confirming this is the wide range of projects we present in this year’s overview of retail innovations.
Thanks to our partnership with the World Retail Congress, we have been entrusted with assessing the
Research coordinated by Fabrizio Valente - Kiki Lab and Ebeltoft founder
cases competing for the Retail Innovation Award and of selecting six finalists. Despite the recession,
Innovations 6
new project ideas are being explored everywhere. (…) As always, time will determine which of these
innovative strategies will enjoy enduring success. And though these projects all got off on the right foot,
every retailer knows that success must be renewed each day. So, we wish the best of luck to those who
(like ourselves) have found inspiration from their stores.
2010
Shaping the future of retail
Innovation trends
• Socialtailing • Accessible dreams
• “I trust you” • Greentailing
• Pro-client efficiency • Liquid retail
• Glocalism • Emerging retail territories
Research coordinated by
Fabrizio Valente - Kiki Lab
Founder member of Ebeltoft
Ebeltoft is a business alliance, which was founded in 1990 and is comprised of 19 firms that have a
common, strong focus on the retail and service business, and provide consulting a wide range of services to
Retail Innovations 6
help retailers and suppliers in the retail sector remain competitive and achieve their goals. Ebeltoft members
work worldwide both for many market leaders and for important emerging local players.
Ebeltoft has been studying trends and innovations in Retail since it was founded and, since 2005, has
published the yearly report Retail Innovations that focuses on emerging trends and the most interesting
cases worldwide.
Last international surveys: The Trust Factor in Retail; N@o Consumer
For a personal presentation of the Retail Innovations research and our last international surveys please
contact your local member of Ebeltoft at : www.ebeltoftgroup.com